Maggi's CNY 2021 campaign aims to raise funds for elderly care homes - MARKETING Magazine Asia


Maggi’s CNY 2021 campaign aims to raise funds for elderly care homes

Focusing this year’s Chinese New Year celebrations on the value that it symbolises new beginnings and a time to rekindle relationships and to foster a spirit of togetherness, Maggi is rolling out its “Sajian Dikongsi, Kebahagiaan Dirai” campaign.

Happening this month and in February, the proceeds from the campaign will be channelled towards a senior home welfare fund which will be utilised to support the welfare needs of 11 elderly care homes across Malaysia. 

According to the Business Executive Officer of Maggi, Nestlé (Malaysia) Berhad, Geetha Balakrishna, Maggi wants to focus its efforts this year towards the community of senior citizens in homes, as they are impacted by the visitation restrictions currently in place due to the COVID-19 pandemic. 

To lift the spirits of the residents of the 11 homes, the funds raised through Maggi’s campaign will be channels towards upgrading their facilities and improving their overall welfare. 

“We are rallying all Malaysians to come together, so that all of us would be able to help make their Chinese New Year celebration just a little bit more special this year and uplift their spirits during this asupicious ocassion,” Geetha said.

The 11 homes that will benefit from this campaign include En Yuan Old Folks Home, Rumah Kebajikan Orang-orang Tua Seri Permai, Perkampungan Rumah Sejahtera Warga Emas Islam, Pusat Jagaan Insan Emas Nur Hidayah and Persatuan Rumah Caring Kajang. 

“A common issue that we’re facing throughout the COVID-19 pandemic is that some of our residents have felt increasingly isolated and lonely and like any other year, they look forward to celebrate Chinese New Year with their families, friends and visitors with much joy and anticipation,” said Home Secretary of the En Yuan Old Folks Home, Stanley Yap.  

“Our funds have also been impacted throughout the duration of the pandemic, thus, in such challenging times, I am very grateful that companies such as Maggi paid attention to the needs of this segment of society, who are often overlooked.”

According to the Manager of another home in the list, there has been a decline in donations and funds ever since the pandemic hit the country and most of their residents are living with various health complications such as diabetes, stroke or cancer, rendering them bed-ridden. 

“The cost of care for acutely ill residents has been on the rise while we are struggling to secure enough donations and funds,” I am grateful that with the support from MAGGI®, we will be able to improve the facilities for the elderly and ensure that their medical needs are met,” said Manager for Rumah Kebajikan Orang-orang Tua Seri Permai, Mohammad Fauzi Ramli. 

In conjunction with the campaign, Maggi has also introduced seven “ONG”, delicious yet healthy recipes such as the Prosperity Pot, Special Fish Stomach Sliced Soup, Wealth Noodle Dish, Harmonious Vegetable Dish, Stir-fry Cheerful Shrimp, Traditional Pottery Chicken Rice and Steam Grouper Fish. 

“With the reimplementation of the various Movement Control Order (MCO) throughout Malaysia, pushing people back into isolation, it is a good time to integrate a few simple habits that can improve the wellbeing of the family, Geetha added. “Staying true to MAGGI®‘s brand promise of helping people to Cook the Difference, we are committed in empowering people to cook tasty and balanced homemade meals for their loved ones this coming Chinese New Year celebration, which can results in many health benefits.” 

The campaign will run until 28 February 2021, with a total of RM350,000 in prizes. Malaysians will be eligible to participate in the contest, where RM0.10 contribution will then be donated to the senior home welfare fund for every contest entry submitted. Malaysians can submit their contest entries via WhatsApp or mail when they purchase any Maggi products.

Main image from: Maggi, Nestlé (Malaysia) Berhad


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