BFM 89.9 and independent advertising agency Fishermen Integrated held an exclusive screening for their self-produced Malaysian episode for Netflix’s documentary series Street Food today, as part of the #BersatuForMakan (Unite for Food) campaign.
The idea for the campaign and video – both conceptualised by Fishermen Integrated, was sparked as a response to Malaysia being left out of the documentary that first aired in April 2019, despite being renowned for our food.
To convince Netflix to feature an episode on Malaysia, Fishermen and BFM decided to produce the self-funded 30-minute video, hosted by popular television personality Nazrudin ‘Naz’ Habibur Rahman.
Naz was also tapped to host the screening session, together with heritage historian Ahmad Najib ‘Nadge’ Ariffin – who was also featured in the video.
To create public momentum calling for Netflix to air the episode, BFM and Fishermen also launched a petition on 23 August 2019 as part of the #BersatuForMakan campaign.
As of 16 September 2019, more than 20,000 signatures have been garnered, including signatures from 69 leading Malaysian brands – from transportation to fast food, FMCG and more.
The campaign also inspired Malaysia Airlines to step forward as the flight sponsor, with Tune Hotels participating as the accommodation sponsor, while many passionate Malaysians have also chipped in for the project.
Made to match the style of the Street Food series, the Malaysian episode features local street food businesses and their stories, celebrating them as guardians of national heritage. The video establishes the history and heritage of three of Malaysia’s favourite street foods – nasi lemak, roti canai and Sarawak laksa.
In the video, we hear from three owners of iconic street food businesses – Zainal Abidin Hassan of Nasi Lemak Tanglin and Pak Lan of Lan Roti Canai, both in Kuala Lumpur and Chu Yue Ming of Choon Hui Café in Kuching.
More information on #BersatuForMakan can be found at http://bersatuformakan.my/.
The #BersatuForMakan campaign is also supported by Ittify as the social media influencer marketing partner and Rantau Golin as the public relations partner.