• To penetrate Mass Malay market by positioning Babas’ existing and new products as a must-have kitchen staple ahead of Ramadan Raya celebration.
• Encourage trial of Babas’ products through integration into a legacy Ramadan delicacy, demonstrating their versatility and potentially leading to future purchases.

Rasa Bubur Lambuk Warisan 2023 is a celebration of cultural celebration in the Ramadan month that is uniquely Malaysia, highlighting one of our nation’s most recognizable traditional Ramadan delicacy – the Bubur Lambuk!
20 large pots of Bubur Lambuk from 10 popular regions across the nation prepared by integrating a wide range of Baba’s products in special ground activation event, showcases the distinct flavors and diverse culinary traditions of different regions. The communal spirit of gotong-royong during the event upholds the legacy of bubur lambuk that will be passed down to future generations, helping to keep this tradition alive.

Leading to the event day – Rasa created a special campaign landing page to helps capture the attentive of our  web audience and consolidate all campaign’s info.Rasa also developed topic highlights article series related to Bubur Lambuk and its cultural significance. 

Combined strength of the influence of selected KOLs and celebrities as Rasa tapped into their compelling signature style to collaborate in a custom video series. It is an essential strategy to expand the reach and generate excitement among social-first Malaysians to promote the Rasa Bubur Lambuk Warisan 2023 campaign.

Engage on the day of ground event itself with 20 pots from 10 popular regions across Malaysia. Bubur Lambuk was not only distributed at the Dataran Shah Alam but was handed out to 14 other places such as mosques, hospitals, housing areas and fire station.

Optimizing social media live updates to maintain the hype of the event together with event highlight videos.