Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has released a Ramadan/Raya campaign with Pizza Hut Malaysia, to spark interest for the brand’s 1 meter pizza, the ‘Looooooooongest Party Box’.
The #LongestPortretRaya social media contest urges families to submit their longest and biggest Raya family picture to win a Kenduri Raya worth RM35,000. The contest was announced mid-way through Ramadan and culminated in a kenduri (feast) for the winning family.
Ng Bee Nee, Creative Director of Mediabrands Content Studio said, “This campaign is a nod to the strong extended family ties you find in Malay culture. It is not surprising to see large family groups that extend over four or more generations in a single gathering, and oftentimes, people don’t realise how big the families really are.
We wanted to acknowledge this culture of togetherness and family spirit, and what better way than through pizza!”
Emily Chong, Chief Marketing Officer of Pizza Hut Malaysia said, “For this year’s Aidilfitri, Pizza Hut wanted to celebrate Malaysians’ longest family by way of a Kenduri Raya and showcase the best pizza deal in town for large families and gatherings – our Looooooooong Party Box.
We had so many great entries with each family showing us their Raya vibes in a truly fun and authentic way. Thanks to all the families who entered, and especially to our big winners all the way from Ayer Itam, Johor, for opening your home with Pizza Hut for a truly memorable kenduri. We wish you all a Selamat Hari Raya Aidilfitri.”
To create further awareness for the contest, guerilla activations with partner agency iMedia Asia also kicked off at various Ramadan bazaars, with opportunities to win cash vouchers through photo posts. On-ground crew were spotted wearing sandwich boards to spell out the ‘Loooooongest’, to generate interest for the 1-meter-long Pizza Hut pizza – The Looooooooong Party Box.
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