The Shout Group & QBB Reignites Love For Pure Ghee This Raya

The campaign reminds Malaysians why quality ghee has always been the heart of festive cooking!

This Hari Raya, Lactalis Trading Malaysia has partnered with creative agency THE SHOUT GROUP (FCB SHOUT) to reaffirm QBB Pure Ghee’s place at the heart of Malaysian kitchens with a new campaign titled ‘QBB – Pilihan Dipercayai Sepanjang Generasi’ (QBB – The Trusted Choice for Generations).

Built around QBB’s rich heritage as Malaysia’s pure ghee since 1925, the campaign celebrates the role of trusted ingredients in preserving traditions, flavours and family bonds across generations.

‘QBB – The Trusted Choice for Generations’ celebrates the heritage of QBB and its importance in festive cooking.

Ramadan and Raya continue to be peak seasons for ghee consumption, as festive staples such as nasi minyak, nasi tomato, rendang and an array of kuih raya rely on it as a defining ingredient. In recent years, while overall demand for ghee during the festive period has remained strong, the category has become increasingly crowded with the influx of blended ghee brands offering lower-cost alternatives.

This growing competition has intensified pressure within the market, placing long-established names alongside newer entrants. Against this backdrop, QBB reasserts the value of pure ghee made from 100% milk fat, demonstrating why its richer aroma, fuller taste and time-honoured quality continue to make a meaningful difference in the dishes that families gather around, generation after generation.

‘QBB – The Trusted Choice for Generations’ comes to life via a robust 360 campaign, which includes film materials and campaign visuals, as well as a series of upcoming activation ideas designed to resonate with Malay households during the festive season.

At its core, the campaign reinforces QBB as a trusted choice that is passed down through generations, positioning its quality as a value that has been enduring beyond trends and price considerations for over 100 years.

As part of the campaign, the ‘Cook with QBB’ contest invites Malaysians to celebrate tradition through taste by cooking their favourite festive dishes with QBB and sharing their recipes online.

From all entries, the Top 10 participants will be shortlisted to compete in a live cooking showdown in April 2026, where winners stand to walk away with grand prizes worth RM22,000 along with the honour of having their winning recipes featured on QBB’s official website. This turns everyday home cooks into part of QBB’s culinary legacy.

Speaking about the campaign, Joselynn Lim, Head of Marketing & Innovation of Lactalis Trading Malaysia, shared, “We would like to first thank THE SHOUT GROUP (FCB SHOUT) for developing a concept that is both culturally grounded and strategically strong.

The idea is rooted in a real consumer insight: when it comes to food, especially during Ramadan and Raya, trust is built over generations. This campaign allows us to reconnect with families by reminding them what sets pure ghee apart, and why QBB Pure Ghee has remained a staple in Malaysian homes for nearly a century.

We believe this work will help strengthen the brand’s relevance, win back lapsed users and support QBB Pure Ghee’s continued growth in an increasingly competitive market.”

(From left to right) Joseylnn Lim, Head of Marketing & Innovation of Lactalis Trading Malaysia. Syahriza Badron, Managing Director of THE SHOUT GROUP (FCB SHOUT).

From the agency’s perspective, the campaign was shaped by an understanding of how festive cooking is deeply emotional and intergenerational. Syahriza Badron, Managing Director of THE SHOUT GROUP (FCB SHOUT), explained, “When we looked at the category, we realised the challenge wasn’t just about price or preference, it was about education and emotional reassurance.

Many people grew up watching their parents and grandparents cook with QBB Pure Ghee, but over time, that trust has been diluted by newer, cheaper alternatives. Our approach was to bring the conversation back to what truly matters during Ramadan and Raya: the dishes we cook for the people we love, and the ingredients we choose with confidence. By anchoring the idea in generational trust, we were able to position QBB Pure Ghee not just as a product, but as a constant that has quietly stood the test of time.”

The campaign will run throughout the Ramadan and Hari Raya periods across multiple touchpoints.