F&N invests more into its Raya marketing efforts

(Marketingmagazine.com.my) – By: Malati Siniah

The beverage brand, F&N, has collaborated with Media Prima on the media network’s Syukur Selalu Hari Raya campaign.

“Historically the F&N brand is synonymous with the Malay community especially during Hari Raya season, knowing Media Prima’s strong influence with the Malay community we saw a perfect match.” Zainal Abidin Musa, senior marketing manager of F&N Beverages Marketing told MARKETING during the launch.

When asked if the brand’s festive budget had grown as compared to the previous year, Zainal shared that the brand strongly believed in marketing especially during the festive season. The growth he shared was about 5%.

F&N’s collaboration with Media Prima will see all of its brands including F&N Fun Flavours, 100PLUS, F&N NutriSoy and F&N Seasons, promoted on the network’s various platforms.

F&N has jointly developed and produced a series of high-quality original content. These content variations include brand advertisements, drama series and product integration, serve to deliver useful knowledge and information to the viewers.

The F&N Fun Flavours products will be integrated into an exclusive 2-minute long Ramadan mini-series extended from TV3’s highly popular drama Tundukkan Playboy Itu, which garnered over 3.6 million viewers.

Its isotonic drink 100PLUS, on the other hand, will be seen in a specially produced telemovie, Kau, Aku, Kita Raya, a popular drama that has raked over 10 million TV viewers and 1.8 million online views on Tonton, YouTube and Facebook. Starring Janna Nick and Saharul Ridzwan, the telemovie is scheduled for a special premiere screening together with the main cast during the Hari Raya weekend.

F&N’s soy milk drink NutriSoy, will be featured on Sembang Sahur, in a special segment to educate and promote the practice of ‘makan sihat’, as well as dishing out creative recipes with the nutrient enriched soy milk. F&N’s Season’s will be targeted towards the food lovers featuring in Apa Nak Makan Ni, the network’s top Ramadan cooking show where it host Chef Fikri will demonstrate a special cooking recipe using F&N Seasons.

Created for the first time, a special limited edition packaging carrying the ‘Syukur Selalu’ signature brand will feature in stores encouraging Malaysians to discover the pursuit of real happiness through gratitude and kindness.

Digital also comes to play in the campaign where ‘F&N Syukur Selalu’ festive video was launched on social media featuring the brand’s ambassadors Janna Nick and Hafidz Roshdi. The brand has set a goal of hitting 300,000 views for the festive video and once the target is reached F&N will extend an additional RM100,000 on top of its RM200,000 donation to Media Prima’s Tabung Bersamamu charity fund.

Zainal shared that that getting traction for the video and hitting their target should be no problem as they could leverage on their ambassador’s strong fan following. Janna Nick the brand’s ambassador has over 159 000 fan’s on Facebook and 1.1 million followers on Instagram.

“Armed with the potential to reach over 5 million television viewers and 4 million online users, we at Media Prima Television Networks believe we have the power to deliver an impact to the lives of Malaysians.

“The collaboration with F&N is ever more meaningful, as every pack of F&N drinks we hold today will remind us to be thankful and relight the greatness of kindness. Together with the charity, we’re glad to have this opportunity to propel concrete actions that deliver real impact to the community,” Nini Yusof group general manager of client service group, Media Prima Television Networks shared.