MAGGI's CNY campaign raises over RM 100k for elderly care homes - MARKETING Magazine Asia


MAGGI’s CNY campaign raises over RM 100k for elderly care homes

MAGGI’s recent Sajian Dikongsi, Kebahagiaan Dirai” Chinese New Year (CNY) campaign, which was part of the company’s Corporate Social Responsibility (CSR) initiative has raised RM 118,000 for more than 11 elderly care homes across Malaysia. 

The campaign which was run in the form of a contest received over 1.18 million entries from January to February of this year. For each entry received, MAGGI contributed RM0.10 to the funds raised for the elder care homes

“Staying true to our brand promise, You and MAGGI Cook the Difference, we believe that through the goodness of homemade food, there is an opportunity to make a positive difference, for families and the community,” said Business Executive Officer of MAGGI, Nestlé (Malaysia) Berhad, Geetha Balakrishna. “We are glad and humbled to see so many Malaysians coming together through our MAGGI “Sajian Dikongsi, Kebahagiaan Dirai” Chinese New Year campaign to support our elderly community, especially during these difficult times.”

The homes that will be receiving MAGGI’s contributions from the 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, Persatuan Rumah Caring Kajang, Pusat Jagaan dan Rawatan Orang Tua Al-Ikhlas, Noble Care Centre, Selangor Family Aid Association, Persatuan Kebajikan SVM Selangor & Kuala Lumpur, Rumah Kasih Charity Home and Tong Sim Senior Citizen Care Center.

According to Geetha, when MAGGI reached out to the elderly care homes to assess their needs, they discovered that a number of homes were in critical need of support in areas such as leaking roofs and damaged piping. Hence the Nestle owned international company decided to mobilise the collective funds to improve the living conditions of these homes and purchase groceries and other household items needed for the homes. 

Wendy Yap (right), Founder of Persatuan Rumah Caring Kajang which currently cares for 26 senior citizen residents, receives food and non-food items from a MAGGI representative

“The average cost of care for a senior citizen has gradually increased over the years and the pandemic has made it difficult for us to secure sustainable income for their needs,” said Wendy Yap, the Founder of Persatuan Rumah Caring Kajang which currently cares for 26 senior citizen residents. “We are grateful for the support we have received from MAGGI, as it has helped ease our burden and make a difference in the lives of the senior citizens in our home.”

Another elderly care home which benefited from MAGGI’s Chinese New Year campaign is the Perkampungan Rumah Sejahtera Warga Emas Islam. Relying solely on dwindling public donations, the welfare representative of Perkampungan Rumah Sejahtera Warga Emas Islam, Mr. Mohd Sani Bin Abdullah expressed his appreciation towards the contributions received from MAGGI which included mattresses, a brand-new public address system (PA system), MAGGI products, food supplies and non-food items that helped reduce the home’s financial burden. 
Additionally, MAGGI will also be providing home improvement support which involves repainting, gutter replacements as well as plumbing fixture works to Persatuan Kebajikan SVM Selangor & Kuala Lumpur, Noble Care Centre and Selangor Family Aid Association.


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