Not Just Your Nenek’s Sardines: How Ayam Brand Turned a Pantry Staple into a Fusion Food Sensation

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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