Experience · ROOTS
Spoonful of goodness with Planta Malaysia
A Ramadan campaign that wove Planta Malaysia into the rituals of the season, pairing a year's supply pledge with a hands-on media launch.
- 1 year supply donated
- 1:1 story shared = meal given
Challenge
In a festive season crowded with brand messages, standing out and truly connecting with people becomes a cultural challenge - how to be seen as more than just another voice in the Ramadan chorus.
Solution
Planta Malaysia took a hands-on approach, weaving their brand into the fabric of Ramadan life. They pledged a year's supply of Planta products to selected charity homes, ensuring daily meals for those in need. On social media, every shared Instagram Story using the campaign template translated into a real meal donated to the Food Aid Foundation, turning digital engagement into tangible impact. The brand also partnered with FoodAid-preneurs and local bakers, supporting the creation of butter cakes that celebrated Malaysian flavours and livelihoods.
With MySaveFood, Planta explored ways to recover surplus food from Ramadan bazaars and redirect it to communities in need, tackling food waste head-on. At the heart of the campaign was the Planta Nutri-Buttery taste lab - an immersive experience where guests built their own flavour pairings, blending savoury and sweet in a sensory journey that brought the brand's new product to life.
Impact
The campaign drew strong attendance and positive feedback from media and key opinion leaders, signalling genuine engagement and resonance.
