Kuala Lumpur, Malaysia – Lactalis Trading Malaysia has partnered with THE SHOUT GROUP to launch a new Hari Raya campaign for QBB Pure Ghee, aimed at reinforcing the brand’s heritage and positioning in Malaysian households.
Titled ‘QBB – Pilihan Dipercayai Sepanjang Generasi’ (QBB – The Trusted Choice for Generations), the campaign highlights the brand’s history since 1925 and its role in traditional festive cooking. It focuses on the importance of trusted ingredients in maintaining culinary traditions and family connections across generations.
The campaign comes at a time when demand for ghee remains strong during Ramadan and Hari Raya, driven by the preparation of dishes such as nasi minyak, nasi tomato, rendang and various kuih raya. However, the category has become increasingly competitive with the entry of blended ghee alternatives positioned at lower price points.
In response, QBB’s campaign emphasises the qualities of pure ghee made from 100% milk fat, positioning its aroma, taste and heritage as differentiating factors in the market.
The initiative is supported by a 360-degree rollout, including films, campaign visuals and planned activations targeting Malay households during the festive period. It aims to reinforce QBB’s positioning as a long-standing and trusted choice across generations.
As part of the campaign, the ‘Cook with QBB’ contest invites consumers to prepare festive dishes using QBB and share their recipes online. Ten shortlisted participants will advance to a live cooking competition in April 2026, where winners will compete for prizes worth RM22,000 and have their recipes featured on the brand’s official website.
Joselynn Lim, head of marketing & innovation of Lactalis Trading Malaysia, said, “We would like to first thank THE SHOUT GROUP (FCB SHOUT) for developing a concept that is both culturally grounded and strategically strong. The idea is rooted in a real consumer insight: when it comes to food, especially during Ramadan and Raya, trust is built over generations.”
She added, “This campaign allows us to reconnect with families by reminding them what sets pure ghee apart, and why QBB Pure Ghee has remained a staple in Malaysian homes for nearly a century. We believe this work will help strengthen the brand’s relevance, win back lapsed users and support QBB Pure Ghee’s continued growth in an increasingly competitive market.”
From the agency’s perspective, the campaign draws on the emotional and intergenerational nature of festive cooking.
Syahriza Badron, managing director of THE SHOUT GROUP (FCB SHOUT), said, “When we looked at the category, we realised the challenge wasn’t just about price or preference, it was about education and emotional reassurance. Many people grew up watching their parents and grandparents cook with QBB Pure Ghee, but over time, that trust has been diluted by newer, cheaper alternatives.”
She added, “Our approach was to bring the conversation back to what truly matters during Ramadan and Raya: the dishes we cook for the people we love, and the ingredients we choose with confidence. By anchoring the idea in generational trust, we were able to position QBB Pure Ghee not just as a product, but as a constant that has quietly stood the test of time.”
The campaign will run across multiple touchpoints throughout the Ramadan and Hari Raya period.
