Malaysian Media Awards Winners Showcase

2014 | |

How Quaker Oat for Rice became best buddy with rice and weave itself into Malaysia food repertoire

Advertiser: Pepsico Malaysia Sdn Bhd
Brand: Quaker
Creative Agency: BBDO Malaysia
Credits: The Exchange — Chong Wei See (Senior Executive), Erin Lim (Manager), Wang Shya Director, Client Leadership

The Challenge
Quaker introduced Oats For Rice (OFR) offering healthy complement to rice. Product is aimed at Malay marketing housewives.. The challenge: how do you convince Malay consumers who has strong taste palette to include OFR into their daily food consumption in a country where taste takes precedence over healthy option.

The Solution – Insight & Idea
We know for a fact that traditional Malay cuisine are daily staple food for Malay housewives, be it breakfast, lunch or dinner. They have very strong taste pallet and is not likely to switch to oats even if they know it’s healthy. Malay housewives love their local food and it is impossible to convince them otherwise even if you tell them it’s laden with calories. Rather than fight head on with these traditional food, we decided that OFR should be a part of these traditional repertoire i.e. nasi lemak, nasi biryani etc. It was a brilliant idea of marrying taste and a healthy product! We needed to demonstrate this innovative concept. 1) We know our target often watches cooking programs in search of new recipe for the family. They are house proud and like to please their husband and kids especially when it comes to food. 2) Celebrity chef commands a big following amongst them. We pitched for a 3minute branded segment within popular cooking show 5 Rencah 5 Rasa (5R5R) hosted by renowned celebrity Chef Sherson. Across 13 weeks, our 3 minute segment brought to life how OFR became a part of Malaysian staple food.

The Execution
Across 13 weeks, Chef Sherson included Oats for Rice into various staple Malaysian cuisines. For every 2 scoop of rice, we add 1 scoop of OFR. From Nasi Tomato, Nasi Lemak, Garlic Pilaf Rice and Nasi Nyonya, Chef Sherson demonstrated how easily one can have the best of both worlds i.e. taste and health. Chef Sherson also educated viewers on the health benefits of Quaker Oats for Rice and the right usage in every 3- minute sponsored segment. A recipe book featuring all 15 local cuisine recipes was created, strengthening OFR entry into the local food repertoire. The 13 3minute segment were featured on, Media Prima’s online platform, to cater to viewers who prefer to consume content at their own convenience.

The Results
Sales volume increased by 16 times in the month of September and sales numbers continue to grow till year end 2013 with additional 15%. Total branding value of RM2,574,000 was achieved from the program. The 3 minute branded segment reached over 70% of the target audience, with peak viewership at 813,000 per episode.