Secret Recipe Set to Shake & Bake with GO Communications

The secret’s finally out! GO Communications has officially been handed the chef’s hat to cook up the perfect recipe for a tantalising integrated PR and communications campaign for Secret Recipe – a brand that has evolved over decades to become one of the fastest-growing lifestyle cake and café chains within Malaysia and throughout the region.

The year-long contract, which took effect recently, will see the agency working on multiple initiatives to strengthen the brand’s messaging and narrative while helping to position it as the preferred choice, not only for cake connoisseurs but also for an innovative and extensive range of top-quality gourmet meals to meet even the most discerning of occasions and taste buds.

“There’s no secret on this occasion – we’re very happy to announce our working partnership with GO Communications,” said Patrick Sim, Managing Director of Secret Recipe.

“We’ve always believed in pushing boundaries and innovating to create memorable experiences for our customers. GO Communications shares similar hallmarks, and their creativity, innovation, and fun-loving approach perfectly align with our brand’s ethos, making them a natural fit for us.

This has already been reflected in our ongoing initiatives with them, and we excitedly look forward to working with them to bring even more storytelling gems to our customers in Malaysia and beyond,” he explains.

To date, Secret Recipe and GO Communications have recently collaborated on select initiatives, including the opening of Secret Recipe’s 350th outlet in the country in 1 Utama, the introduction of new flavours in Secret Recipe’s Platinum Collection of cakes, and a brand collaboration with Nita Cosmetics, which saw the creation of a line of lipsticks and blushers inspired by some of Secret Recipe’s most delectable cakes.

Leading up to the month of Ramadan, GO Communications and Secret Recipe are also working together with celebrity chef and host Anis Nabilah to introduce an exciting range of sweet and savoury offerings in contemporary gastronomical flair.

Sharing her sentiments, Evelyn Lee, Head of Marketing of Secret Recipe said, “It has been a pleasure working with GO Communications for their steadfast and quality output, evident from the past few campaigns! We truly value the partnership with them and are ecstatic to see what’s in store for the rest of the year.”

In expressing his gratitude and excitement for the appointment, GO Communications Founder & CEO, Peter de Kretser said that the agency has already hit the ground running with several ideas to deepen Secret Recipe’s footprint in Malaysia while facilitating the brand’s expansion.

“What better way to kick-off 2023 than to be working together with a true-blue Malaysian success story; a brand that has beguiled the hearts, minds, and taste buds of Malaysians from all walks of life for a quarter of a century while expanding beyond our shores.

They are the perfect example of a brand that has stood the test of time in the highly competitive and volatile F&B environment,” De Kretser said.

“The unique and multifaceted nature of Secret Recipe’s offering allows us to team up on several fun initiatives, including the possibility of cross-pollinating with some of our other clients and partners to bring out fruitful and measurable outcomes.

Rest assured, we will be reaching deep into our magical chef hats, as always, to come up with truly befitting ideas – and the cili padi sizzle – to GO beyond the ordinary to cook up a true recipe to produce measurable results towards heightened success,” he added.

Having made its debut in 1997, Secret Recipe has built on modern, contemporary, and vibrant dining concepts, making it a popular choice for customers who simply want a comfortable ambience in which to enjoy good food and quality time with friends, family, and associates.

The uncompromised quality of food and ingredients at affordable prices has essentially created a cult following among Secret Recipe’s loyal base of food and cake lovers while still appealing to a new generation of foodies from all walks of life.