Malaysian Media Awards Winners Showcase





2010 | |

The Ideal Recipe for Success

Advertiser: F&N Dairies Sdn Bhd
Brand: Ideal
Creative Agency: -
Credits: Fong Pei Shih (Media Director), Vincent Ong (Media Manager), Sally Lai (Media Planner), Sabrina Yap (Media Planner), Joselyn Sie (Product Group Manager, F&N Dairies), Cindy Ng (Senior Manager, F&N Dairies), Jackie Loo (Assistant Brand Manager, F&N Dairies)

Background
With more people choosing alternatives to evaporated milk, stagnant sales for IDEAL weren’t a surprise. Even the strong affinity that was built with our target was beginning to fade. A strategy was needed to revive the brand by offering a new purpose, expanding the current product usage to push sales.

Solution
IDEAL Selebriti Chef – a branded reality cooking program – was created to discover IDEAL chefs from ordinary but aspiring housewives who indulge in cooking.
The program challenges the contestants to create new recipes using IDEAL evaporated milk. To glamorize the entire project and entice more participation, the winner will be IDEAL’s Selebriti Chef and will appear in IDEAL advertising and promotional activities and have a recipe book published under his name!

Execution
Produced with TV3, 8 inspirational episodes that illustrated IDEAL recipes creatively, to introduce the audience a fresh original way to tantalize the taste buds and yet, being simple enough to be used in everyday lives. IDEAL’s versatility was showcase, strengthening its association with daily kitchen indulgences. To add a glamorous touch, a celebrity chef host and judge were featured that sealed IDEAL’s premium image.

Results
Ideal Selebriti Chef had the highest TVR amongst all other branded reality cooking shows (Malay MWH HHI 2k+) and 25% higher ratings than award-winning “KisahKaisara”. Its final episode garnered 42% viewing share against all other Malay stations! Sales experienced double-digit growth in 6 months. IDEAL share-of-market (SOM) increased by 1% point.