The SHOUT Group & Lactel Spreads Goodness Across Malaysia's Biggest Festive Season

In a nation that celebrates a great deal of cultural and religious festivities, it’s hardly surprising that Malaysians love goodness: spiritually, culturally, and literally. With two major occasions in 2026 taking place back-to-back (Chinese New Year and Ramadan Raya), Lactel is poised to connect the celebrations as a symbol of togetherness, inclusivity, and goodness.

In partnership with creative agency THE SHOUT GROUP (FCB SHOUT), Lactel launched the campaign “Kebaikan Digemari Rakyat Malaysia (Goodness That Malaysians Love)” – a love letter to Lactel’s yogurt and yogurt drinks, and the role they play in bringing goodness to the tables and tummies of Malaysians in the midst of the festive season.

“Goodness has always been an essential part of Malaysian cultural and religious celebrations,” said Joselynn Lim, Head of Marketing at Lactalis Malaysia. “Besides the emotional goodness, Malaysians also enjoy the functional goodness in the festive-specific treats, snacks, and meals. Our products offer nutritious, refreshing, and tummy‑friendly choices for every festive moment, allowing consumers to enjoy the goodness of Lactel while maintaining their wellness throughout the festive season. Together with our agency partner THE SHOUT GROUP, we’re meeting goodness with goodness!”

“Every brand approaches festive in their own way,” said Syahriza Badron, Managing Director at THE SHOUT GROUP. “Some brands tell emotional stories, others challenge their audience to reframe the way they celebrate. But sometimes, a simpler approach is the most effective. In Lactel’s festive campaign, the product itself takes centerstage, showing how goodness – metaphorical and literal – is the beating heart of every festive moment. And that’s what makes Malaysian celebrations special!”

The campaign launched with two films for Chinese New Year and Ramadan, depicting how Lactel is the goodness behind the small gestures and interactions during the festive season. Complementing the films are three Lactel‑inspired festive recipes — Yee Sang, Bergedil Kentang, and Ketam Masak Lemak — specially created by Lactel’s in-house chef for Malaysians to try at home.

The goodness-filled campaign went live from 2 February 2026 onwards across digital, trade, and social channels. A KOL campaign was also activated to amplify the recipe creations and share the message of healthy, wholesome cooking for loved ones. On-ground, Lactel further engaged consumers by sharing these recipes through sampling activities and mini roadshows. From screen to on-ground, this seamless experience reinforces consumers’ impression and confidence that Lactel truly delivers “Goodness that Malaysians Love.”

Watch the films here:

CAMPAIGN CREDITS

TITLE: “Goodness that Malaysians Love.”

Lactalis Trading Malaysia

Head of Marketing & Innovation: Joselynn Lim

Brand Manager: Carren Khor

Senior Brand Executive: Ye Vonne

THE SHOUT GROUP (FCB SHOUT)

Co-owners: Shaun Tay & Ong Shi Ping

Managing Director: Syahriza Badron

Associate Creative Director: Chung Ru Zen

Senior Art Director: Wai Kwan

Senior Designer: Aduan Fadhli

Senior Copywriter: Ching Sin Wong

Vernacular Writer: Zaffira Zakuan

Creative Strategist: Mandy Chock

Senior Brand Manager: Jane Leong

Brand Manager: Nadhira Murad

Senior Brand Executive: Iffah Fahmi

Production House: KDCo.

Film Director/DOP: Saifful Shah

Executive Producer: Effendy Harjoh

Producer: Syamimi Ali

Production Manager: Syazwani Ishak

Food Stylist: Kevin
Offline Editor/ Online Artist: Max Phang

Post House: Max Fx Studio

Colorist: Hafizil

Audio House: Crosstown Connection

Producer: Ananth

Sound Engineer: Barnabas

VO Talents: Jojie