By The Malketeer
A 130-year-old heritage brand gets a bold, modern twist—mixing nostalgia, nutrition, and next-gen creativity in a campaign that speaks to the Malaysian soul
There are few brands in Malaysia as interwoven into our national kitchen memory as Ayam Brand.
For over a century, the iconic red can of sardines or mackerel has been quietly holding court in pantries across the nation—trusted, timeless, and unfailingly present.
But heritage alone isn’t enough in a hyper-stimulated, health-conscious, TikTok-fuelled foodscape.
With “Makan Lain Macam, Segar Tetap Terasa,” Ayam Brand is doing what few legacy brands dare to attempt: making the familiar feel exciting again.
At its core, the campaign cleverly taps into three powerful consumer drivers—health, heritage, and hectic modernity—while wrapping it all up in a fun, playful tone that invites experimentation without alienating tradition.
It’s classic branding with a millennial remix.
The Recipe for Reinvention: Health + Heat + Heart
One of the smartest pivots in this campaign?
Leading with health.
In a food-obsessed nation where taste often trumps nutrition, Ayam Brand turns the tables by spotlighting an overlooked truth: their sardines contain up to 7 times more Omega-3 than freshly cooked fish.
That’s a jaw-dropping stat—and it gives the brand a science-backed seat at the wellness table.
Equally clever is how they stir this message into familiar formats—Mackerel Masak Merah or Sardine Mac & Cheese Balls—turning “canned fish” into a culinary canvas for flavour and fusion.
The visuals and content, from crisp air-fried snacks to spicy sambal comfort food, are a sensory celebration.
It says: this isn’t just survival food.
It’s social-media-worthy.
It’s satisfying. And yes, it’s still sedap.
Branding That Hits Both Brain and Belly
In a market flooded with health claims and food fads, Ayam Brand cuts through by staying true to its core while modernising its personality.
Campaign elements like limited-time bundle offers provide urgency.
Meanwhile, its call to “Makan Lain Macam” serves as a rallying cry for culinary creativity, especially appealing to younger cooks, students, and busy parents.
The campaign extends across web and social platforms with influencer-friendly recipes, Instagrammable plating, and a cheeky tone that feels homegrown yet fresh.
The strategic positioning?
Canned food that’s heritage-rich, health-smart, and Gen Z-ready.
What makes this campaign a standout isn’t just the recipes or the health facts—it’s the emotional resonance.
Ayam Brand doesn’t ask Malaysians to forget their nenek’s cooking.
It simply says: take what you know, and play with it.
In doing so, they’re not just selling sardines.
They’re selling memories—reimagined.
Source: Mini Me Insights
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