PREGO Launches Raya Campaign with Havas Malaysia Celebrating Shared Family Moments

PREGO and Havas Malaysia have launched a new Raya campaign that celebrates shared moments around the family table during the festive season.

The campaign builds on PREGO’s “Savour the Moments” brand platform and centres on the role PREGO plays as a complementary addition to Raya meals. While traditional dishes remain at the heart of festive celebrations, pasta has become a familiar option for families looking to offer variety during gatherings.

The creative idea draws from the brand name itself. Phonetically similar to ‘PRGHHH’, a colloquial Malay expression used to describe something exciting or awesome, the campaign uses the phrase as a simple and culturally recognisable way to express enjoyment during Raya.

Led by a music video and supported by social content and nationwide retail touchpoints, the campaign captures everyday Raya moments, from shared meals to casual family interactions, highlighting how PREGO fits naturally into these occasions.

Vanessa Lim, Senior Regional Marketing Lead, Asia, shared, “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.”

Donevan Chew, Chief Creative Officer of Havas Malaysia, added, “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.