Biscuit brand Julie's promotes new Love Letter flavour with exciting carnival

With Chinese New Year around the corner, Malaysian biscuit brand, Julie’s Biscuits, is back with its “Love Letters Prosperity Adventure Roadshow” at the One Utama and Sunway Velocity malls.

The event comes as the Chinese New Year festive season approaches, with Julie’s inviting people to soak in the celebrations at the event. Visitors will also get to see first-hand the unveiling of the new festive limited edition Love Letters flavour, the Sesame Eggy Rolls. The event will run from 3 January to 7 January at One Utama, before continuing from 11 January to 14 January at Sunway Velocity.

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The roadshow will bring a slew of family-friendly activities with photo-worthy installations around the venues and interactive activities such as a colouring booth for visitors to unleash their creativity. Guests will also be able to walk through multiple giant-sized Love Letters Tub sculptures designed as art installations, taking pictures within the inner designs.

A video tour posted on Julie’s Facebook and Instagram pages offered a teaser of the products and interactive activities that people could look forward to at the event, including a giant Gachapon vending machine. Here, guests stand a chance to win prizes such as the Julie’s 2024 CNY angpau (red packet), a pastry mat, and Love Letters Plushies.

Stacks of Julie’s Love Letters tubs were also displayed across the sculptures and installations set up at the roadshow. In response to popular demand last year, Julie’s has also brought back its limited-edition Love Letters Lemon flavour.

Speaking to A+M, Tzy Horng Sai, director of Julie's Biscuits, shared that the sensory journey aims to celebrate the brand’s iconic Love Letters.

"Chinese New Year signifies a vibrant blend of renewal and cultural richness. Our roadshow promises a uniquely Julie's Biscuits adventure, seamlessly fusing our signature biscuits with many Instagram-able and TikTok worthy spots,” he said.

“At the roadshow, customers will be able to enjoy various activities that showcase our traditional favourite CNY snack, our Julie’s Love Letters in classic flavours alongside the unveiling of a new limited-edition flavour for this festive season, Sesame Eggy Rolls," he added.

The campaign was set up in partnership with creative event management company, Extra Ordinary Events.

This is not the first time Julie’s is promoting its Love Letters through interactive means. In January 2023, the brand also created a four-day carnival to promote its “Love Letters Lemon” limited-edition flavour in line with the festive season.

The carnival provided opportunities for families to bond and create memories with activities such as a kids colouring session with goodie bags available for grabs. Visitors could also play with a claw machine to win the Julie’s exclusively produced Love Letters tub plush toy.

“We hope to bring in something refreshing for the new year, symbolising an optimistic life full of zest in 2023. What better way to spread the warmth and bond with those we cherish than sharing some tasty treats like the Julie’s Love Letters,” said Sai at the time. Sai also highlighted that the campaign aimed to align with the spirit of Chinese New Year, a time for celebrating new beginnings with loved ones.

Julie’s has also recently been rolling out creative initiatives to engage with their audiences. In October 2023, it rolled out its “#Take25” campaign for the second year running. The campaign was part of the brand’s mental health awareness movement, which sought to encourage people to prioritise their mental well-being through the simple act of taking 25-minutes breaks in a day.

In an entertaining move, the campaign leveraged a series of three videos featuring a day in the life of some unexpected stars – goats. This was a play on the popular acronym “G.O.A.T.s”, or “greatest of all time”. Through the power of humour, the videos conveyed how even the greatest individuals have days where they don’t feel so great or positive all the time.

The videos ended with key messages such as “Why fit in when you can be yourself?” and “You don’t always need to be with someone to be happy”.

"We hope to use #Take25 not only as an opportunity to break the constant pressure surrounding mental health awareness, but to spark conversations and create a space where authenticity, vulnerability, and open conversations are celebrated,” said Sai.

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