Where flavour meets movement: Behind Julie’s Biscuits’ new savoury sandwich flavour roll-outs with skateboard park experience

When talking about campaigns about product roll-outs, what comes into mind? A traditional TV or digital TVC? A social media campaign to promote excitement for the product online? But how about rolling out a full offline experience to not only promote the uniqueness of the product but also generate a lot of chatter especially to younger audiences?

This is exactly what popular brand Julie’s Biscuits had in mind for the promotion of their new savoury sandwich flavours: Sweet Chilli Cheese and Sour Cream & Onion. Instead of using passive promotion, the brand embarked on rolling out a real-life skateboard park in a mall to connect with younger audiences, as well as embed the product launch into lifestyle narratives.

The Challenge

In early 2024, Julie’s set out to disrupt Malaysia’s biscuit market with the introduction of two bold,  savoury sandwich flavours—Sweet Chilli Cheese and Sour Cream & Onion. Unlike the sweet sandwich biscuits Julie’s is known for, these products were designed for a new generation of snackers: young, on-the-go consumers looking for savoury alternatives.

The key challenge was how to introduce a category-breaking product in a memorable, culturally relevant way that would shift brand perceptions and build awareness among a younger, lifestyle conscious audience.

The Objective

The goal wasn’t just to drive sales—it was to signal that Julie’s is no longer just a household biscuit brand, but a trend-savvy innovator willing to take risks. With that in mind, the brand had to:

• Create buzzworthy awareness for the new savoury SKUs.
• Drive physical trial and purchase in retail.
• Connect with youth culture, especially Gen Z audiences.

To achieve this, Julie’s needed a brand experience that could turn heads, invite interaction, and embed the product launch into lifestyle narratives.

The Methodology

To launch their savoury biscuits with impact, Julie’s conceived a bold, first-of-its-kind idea:  building a real skateboard park inside a shopping mall. The launch campaign was designed not just around flavour, but around flavour meets movement. Skateboarding represented the perfect subculture to reflect the boldness and energy of their new biscuits—fast, stylish, unapologetically different.

With that in mind, the launch campaign was based on its four pillars for consideration:

1. Cultural Relevance: Skateboarding is an emerging subculture in Malaysia with strong youth appeal. We identified an untapped opportunity to align Julie’s with that scene—something no other biscuit brand had attempted.
2. Product-Personality Match: Both new flavours were dynamic, unexpected, and bold—qualities we mirrored in the experience through edgy design, vibrant merchandise, and high-energy performances.
3. Retail Integration: Product sampling and giveaways were embedded throughout the experience, converting participants and audiences into customers.
4. Street Art & Local Talent: Collaborations with visual artists like Zozo and Cloakwork brought authenticity and shareability to the event, anchoring the campaign in local creative communities.

The Execution

Julie’s transformed Sunway Pyramid’s Blue Concourse into a live-action urban skate experience—a feat rarely seen in Malaysian mall activations. The space was converted into a mini skate zone complete with ramps, rails, branded boards, and safety-guided zones.

Morever, it was designed in collaboration with local skate professionals, and drew numerous of riders and captivated bystanders. Daily pro skate showcases and beginner clinics also helped attract audiences of all skill levels.

At this skateboard experience, visitors also received biscuits for sampling and participated in interactive games like ‘Biscuit Ninja’ and sticker trails to win exclusive merchandise.

There was also exclusive merchandise available at the park, with limited-edition Duet Socks and badges designed by Malaysian illustrator (Zozo) being redeemed with purchases, adding tangible value to the experience.

Lastly, the layout, photo backdrops, and retail pop-ups encouraged UGC and extended engagement beyond the venue.

The Results

With the opening of the skateboard park experience by Julie’s, hundreds of student skaters and visitors engaged directly with the space. Over 5000 visitors attended the event, with live demos drawing continuous crowds.

Moreover, top spender purchases exceeded 300 packets everyday, validating both product desirability and the effectiveness of their sales-driven engagement model. This integration with skateboarding and local street art also earned them organic UGC and community buzz—bridging lifestyle and FMCG like never before.

Over on media performance, the campaign resulted in over 25 branded posts across platforms, where influencers, content creators, and even media outlets showcased the activation, boosting reach and authenticity, earned the brand around 735k impression. Moreover, highlight videos, posted by Julie’s and others, garnered thousands of views and overwhelmingly positive comments.

Lastly, the product off-take post-event was significantly accelerated, with participating retailers restocking within weeks. The event proved that physical activation, when creatively executed, can drive online chatter, in-store demand, and long-term loyalty.

In addition, the campaign’s innovation-first mindset reinforced Julie’s reputation as a category challenger with a knack for surprise, relevance, and community-building. It was also positioned as a brand that champions local subculture—earning goodwill and relevance within the skateboarding and street art communities.