Malaysia’s favourite chocolate brand, Cadbury Dairy Milk called upon the generosity of Malaysians with the launch of an initiative themed #MYCadburyFlavours this past September.
The campaign brought Malaysians nationwide together in support of their favourite kuih vendors in times of need, with over 600 entries highlighted nationwide.
The #MYCadburyFlavours campaign focused on championing and raising awareness for beloved local flavours, and Cadbury Dairy Milk identified the humble kuih sellers as a community who needed a helping hand during the pandemic.
With the majority of stalls being manned by the older generation with little to no online presence, the decrease in people out and about during the movement restrictions have led to a decline in business as well.
Recognizing this, Cadbury Malaysia wanted to give back to the community who have supplied generations of Malaysians with their favourite sweet treats and put their businesses on the map through the #MYCadburyFlavours initiative.
Thanks to recommendations from the public via the hashtag, Cadbury Malaysia created a digital presence for selected vendors by promoting their businesses through paid advertising on social media.
Further support and participation of Malaysians nationwide, the campaign successfully reached approximately 16 million people via Facebook and Instagram, and 14 million via YouTube, totaling over 205 million impressions across all three platforms and spotlighting a total of 58 stalls.
“In our conversations with local kuih vendors, we found that many of these traditional stalls have minimal online presence as they may not be as technologically savvy as the current generation. As a brand that had to adapt towards a digital presence during the pandemic, we understood the situation and wanted to play our part in helping to sustain the businesses of our local kuih vendors and support their livelihoods as local heritage heroes.
“We are heartened by the generosity of Malaysians in supporting their favourite local vendors, and are glad to have been able to contribute towards creating meaningful impact in the form of awareness and visibility for these stalls nationwide,” said Arpan Sur, Head of Marketing for Mondelez International, Malaysia and Singapore.
