Malaysian Media Awards Winners Showcase





2012 | |

Saving A Declining National Pastime

Advertiser: F&N Dairies Sdn Bhd
Brand: F&N Sweetened Creamer
Creative Agency: -
Credits: -

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Challenge
F&N were concerned with decline in canned milk sales from mamaks who contribute 32% of turnover. Mamaks were switching to cheaper brands to fight inflation but this affected the taste of teh-tarik resulting in dissatisfied customers drinking less. The situation was spiraling into a dangerous Catch-22 situation.

Solution
To save our national pastime, ‘teh-tariking’, from declining further, we needed a launch pad to re-connect mamaks and their patrons, something that would get both parties to root for each other. The “F&N Tarik King” competition was crafted to demonstrate and celebrate the skills of making teh-tarik in an entertaining manner. This event re-instilled the pride and excitement amongst mamaks and patrons who participated in this nationwide on- ground event.

Execution
For an everyday consumed product like teh-tarik, a multi-pronged campaign was required. To educate consumers how the best teh-tarik is made, Points of Purchase and Consumption media as well TVC and Print ads were deployed. Followed by the hunt for the best teh-tarik king was launched with footage of this nationwide on-ground competition turned into TV content. Gravity defying footage of pulled-tea was not only entertaining; it challenged mamaks and even their patrons to participate.

Results
The campaign arrested the decline successfully!
•F&N sales grew by an impressive 23%.
•Mamaks business grew by 3.5%.
•Campaign seen by 9.8 million viewers weekly.
•The campaign strongly entrenched F&N’s leadership position amongst mamaks and consumers.