Kuala Lumpur, Malaysia – Food brand PREGO has launched a new Raya campaign in partnership with Havas Malaysia, highlighting shared family moments during the festive season.
The campaign builds on PREGO’s “Savour the Moments” brand platform and focuses on the role the brand plays as a complementary addition to meals during the Raya festivities. While traditional dishes remain central to celebrations, pasta is positioned as a familiar option for families seeking variety when hosting gatherings.
The campaign concept draws inspiration from the brand name itself, which phonetically resembles “PRGHHH,” a colloquial Malay expression used to describe something exciting or enjoyable. The campaign incorporates the phrase as a culturally recognisable expression of enjoyment during festive moments.
Led by a music video and supported by social media content and retail activations nationwide, the campaign depicts everyday Raya moments—from shared meals to casual family interactions—showcasing how PREGO products can be included in these occasions.
Vanessa Lim, Senior Regional Marketing Lead, Asia at PREGO said, “PREGO has always been about bringing people together through food. During Raya, when families and friends come together around the table, PREGO offers a familiar yet versatile way to add excitement and variety to the festive spread. With ‘PRGHHH’, the campaign celebrates the little moments that make Raya gatherings memorable, highlighting how PREGO plays an important role as a complement to the meal and enhances the joy of the occasion.”
Meanwhile, Donevan Chew, Chief Creative Officer of Havas Malaysia, explained the cultural insight behind the idea: “The idea came from a simple cultural observation – recognising how closely the brand name ‘PREGO’ sounds to a local expression people already use, ‘PRGHHH’. By letting the expression surface naturally within shared family moments, we were able to shape the expression into something distinctly PREGO, rooted in everyday behaviour.”
