HappyFresh uses the sounds of fresh food to create marketing track on Spotify

HappyFresh has launched a campaign calling for Malaysians to share their #FrequencyOfFresh. The campaign, which launched earlier this month, saw the brand launch a track on Spotify where a woman was instructing them on how to tell the freshness of various produce by sound.  

The brand worked with Malaysia-based music production and DJ duo Dizkopolis to remix the track, and launched a market-wide Open Verse Challenge, where users are encouraged to create their own lyrics, sing along to the track, and share it on social media. According to Happy Fresh’s Instagram post, participants can stand to win prizes including Happy Fresh vouchers, a USB mic, an iPhone 13 Pro, and even a content creation contract with HappyFresh worth RM10,000. The contest will run until 31 May. 

To kick off the challenge, HappyFresh partnered with local artists and influencers who duetted to the remixed track by Dizkopolis as well. Darren Lee, marketing manager, HappyFresh Malaysia told A+M that all the submitted tracks will later be made available on the brand’s Spotify as well.  Lee added that the idea for the campaign came riding on the launch of the brand’s #WeKnowFresh platform, which shares on “the art of picking only the freshest”. HappyFresh wanted to breathe life into the campaign from a fresh angle, hence it explored different sensorial ways to demonstrate how people judge freshness.  

“This Open Verse Challenge is all about showing our customers that freshness is something that runs through everything we do – from the fruits we pick to the way we communicate... Planting the sounds of freshness in our customers’ minds and creating that habit of listening for freshness has the potential to cut through the clutter and create that stickiness for our brand,” Lee said. 

Through this campaign, HappyFresh aims to increase its share of voice and brand recall. To that end, Lee said that the brand also has radio collaborations, curated spin classes and festivals in the pipeline this year. “We know what we want to say. But how do we go about telling it shouldn't be boring. There’s so much potential to storytell in fresh new ways,” he added. 

HappyFresh has declined to comment on the monetary value of this campaign. 

More recently, HappyFresh rolled out HappyFresh Supermarket in February this year to extend fresh and dry grocery accessibility by significantly growing its dark store presence in the region. Dark stores are brick-and-mortar locations that have been turned into distribution outlets that are not open to visitors. They offer additional space for store inventory and for brands to quickly fulfill orders. 

Having already launched in Jakarta, Kuala Lumpur, and Bangkok, HappyFresh Supermarket is in the process of rapid expansion within each respective market. The new offering also aims to provide competitive pricing, giving customers strong value for money with their purchases, without any out-of-stock moments

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