21 August 2024,
Malaysian-owned quick-service restaurant Marrybrown has released its first ever film in celebration of Merdeka Day.
Directed by Grim Film, the four-minute film is a celebration of Malaysia’s national pride and the brand’s powerful narrative of how it became a part of the Malaysian story.
From its early days in Johor Bahru, when international fast-food giants ruled the scene, Marrybrown stood out by staying true to its roots, offering flavours that are unmistakably Malaysian, according to a statement seen by A+M.
The brand film captures the essence of being Malaysian through the eyes of two individuals who’ve grown up with Marrybrown as part of their lives.
It starts with a birthday party held at a Marrybrown outlet when the two main characters are both in primary school. The video later sees them transition from children playing at a playground to teenagers enjoying fries together at a bench by a playground.
They are later seen sharing a meal together and having Marrybrown with their friends while watching soccer.
As they get older, the female character begins to work at Marrybrown. When they finally graduate from university, they celebrate by having Marrybrown with their friends.
Fast forward, the friends who are now a couple, are seen arguing over a job offer the male character receives in a different state. They later break up and are each seen eating Marrybrown to cure their heartache.
15 years later, the male character returns to his hometown and purchases Marrybrown. He eats and watches soccer with the same group of friends when the female character randomly shows up at the door. The two lovers are reunited once more.
The film ends with the couple eating Marrybrown with their two children.
To amplify the message, the brand has launched a targeted ad campaign across Facebook, Instagram, TikTok, and YouTube to ensuring that its message reaches the right people at the right moments
“At Marrybrown, we have always believed in the power of shared experiences to unite people. This Merdeka campaign reflects our dedication to honouring the unity and diversity that define Malaysia. As a proudly Halal homegrown brand, we are privileged to celebrate the spirit of Merdeka by bringing to life the memories and stories that resonate with Malaysians across the nation,” said Joshua Liew, group executive director of Marrybrown.
“This campaign is not just a celebration of our journey but also a tribute to the core values that have shaped us as a brand. Our goal has always been to embody ‘Rasa Malaysia, pilihan Kita.’ (Malaysia taste, our choice). We aim to inspire Malaysians to come together and embrace the richness of our culture, just as Marrybrown has done for decades. We hope to continue being a place where Malaysians can gather, share, and create cherished memories for generations to come,” added Liew.
The campaign was done in collaboration with SLPR worldwide.
“At SLPR Worldwide, we take great pride in contributing to campaigns that genuinely connects with audience and leave a lasting impact. Being part of this project with Marrybrown and Grim Film has allowed us to seamlessly blend creative storytelling with strategic insight, resulting in a campaign that is both meaningful and powerful,” said Leon Tang, COO of SLPR Worldwide.
With Merdeka Day around the corner, fans can expect to see brands put out campaigns in celebration of the day. However, with Malaysia Day coming soon after how can marketers decide which of these patriotic occasions to channel their advertising dollars into.
Casey Loh, creative chief of The Clan, says the choice largely depends on the brand’s objective and target audience. If constrained by budget, brands should focus on the day that aligns most closely with their marketing goals and audience engagement strategies.
Meanwhile, Syahriza Badron, general manager at FCB Shout, strongly believes that brands should invest in designing a unified theme that works seamlessly for both days and run the campaign throughout the period.
Source: MARKETING INTERACTIVE
Full Article: https://www.marketing-interactive.com/marrybrown-merdeka-brand-film-heartwarming-first-love?utm_source=newsletter_5081&utm_medium=email&utm_campaign=20240824_malaysia_weekend_bulletin
