Challenge:
We sought to embed ABC (Sos ABC Malaysia) more deeply into everyday Ramadan and Hari Raya routines, ensuring the brand remains top of mind during key meal occasions such as sahur, iftar and moreh. The challenge was to drive both relevance and trial in a culturally meaningful way, while standing out during a highly competitive festive period.
Strategy:
Under the “Satu rumah seribu rasa” (‘A house of a thousand flavours’) campaign, we focused on connecting product usage with culturally significant moments. We leveraged community engagement through mosque partnerships, while amplifying reach via digital content and key opinion leaders (KOLs). This approach positioned ABC sauces as versatile essentials that enable households to create a variety of dishes with ease, even with limited preparation time.
Execution:
We partnered with Masjid As-Salam and Masjid Kg Tunku on 26 February and 5 March 2026, providing iftar and moreh meals to local communities. Food was prepared using ABC sauces and distributed during these gatherings, reinforcing product usage in real-life settings.
On-ground activations included booths offering goody bags with aprons, green packets and product samples to encourage trial. Branded buntings and promotional set-ups increased visibility, while attendees were introduced to key products such as ABC saus manis, kicap manis, kicap masin and sos manis pedas.
Beyond the physical activations, we collaborated with KOLs to showcase recipe ideas and highlight the versatility of the sauces across Ramadan meals. This was supported by digital amplification to extend engagement and inspire consumers to experiment in their own kitchens.
Results:
- Surpassed campaign target achievement at 109% for the soy sauce category.
- Increased campaign month sales by 31% compared to previous performance.
- Delivered record-breaking sales results, achieving the category’s highest milestone to date
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