Malaysian Media Awards Winners Showcase





2012 | |

Nestum Brings Flavour Into Rasa

Advertiser: Nestle Products Sdn Bhd
Brand: Nestle Nestum
Creative Agency: -
Credits: -

Challenge
Nestum is long reputed as a popular baking ingredient amongst Malay consumers, especially leading up to festive seasons when baking activity peaks. However, its festive-centric association caused Nestum sales to stagnate. Our challenge is to convince housewives to consume Nestum outside the festive Hari Raya period.

Solution
Malay mothers rely on magazines for baking ideas during festive seasons. So we strategized a communication that leveraged on the most popular local recipe magazine, “RASA” which is highly read by Malay mums. We reached them during the baking frenzy through the familiar ground of cookie recipes showcasing Nestum. We then anchored this opportunity to seed other creative ideas of using Nestum because these mothers also cook for their families on a daily basis.

Execution
We demonstrated creative Nestum ideas beyond conventional cookies in RASA’s most anticipated pre-Raya issue, dominating the front cover to showcase Nestum’s special issue. Stories were angled to shift Nestum’s perception from a festive baking ingredient to a daily cooking ingredient, while celebrity endorsements of Nestum’s benefits pushed Nestum as a delicious, healthy recipe. The magazine editor further emphasised the importance of breakfast with Nestum. It was the most audacious cooking magazine deal of the year.

Results
Nestum dominated 70% of RASA’s available content. 100,000 copies of the special issue was printed – the highest circulation for the year. Demand for the issue continued even after publication month. Market share rose from 21.8% to 24.3%, the highest point achieved over the past 1 year.