HappyFresh rolls out music video with Malaysian celebrity Hunny Madu

Southeast Asian online grocery delivery company HappyFresh has partnered with Malaysia's homegrown celebrity Hani Farhana, better known as Hunny Madu, to release a new music video. Titled, “Wanna Be Happy”, the video paints the struggles of a celebrity mother whose mother-in-law's pestering behaviour results in her inability to get household chores done.

The song also showcases HappyFresh as a grocery shopping platform that freshly picks out groceries for a busy working mum such as Farhana. The launch of the new song is in conjunction with the mother-in-law campaign by HappyFresh which aims to halt the misconceptions, taboos and barriers faced by Millennials with their mother-in-laws. This is also a common struggle cited within the Asian society.

The music video will be on all of HappyFresh's social media platforms. The company also looks to reward customers through discounts during the campaign. In a statement to Marketing Interactive, a HappyFresh spokesperson said for the music video, it appointed MindFlux for the ideation, concept, and production. Branding, overall campaign idea, and media buy were handled entirely by the in-house local team that is based in Kuala Lumpur.

Hu Hun Hui, managing director of HappyFresh Malaysia  said that HappyFresh strives to provide the space and liberty for its customers to do what matters most in their lives, as well as foster a better relationship with their mother-in-laws.

"The hope is to spark a betterment in a mother-in-law relationship for Millennials everywhere through music, exuding a sense of unity that lies deep within the fabric of fellow Malaysians. We have included eWallets as a brand-new payment method to cater towards the ever-growing cashless society. This provides a convenient option for purchasing groceries as well as upgrading our infrastructure that would bring our partners to new heights,” he added.

Meanwhile, singer-songwriter Farhana also calls for a change in the negative perception Millennials have about their mother-in-laws through her new track release. She added that it can be difficult with the change in lifestyle and some take time to adapt to that change, but misunderstandings can be avoided, and in turn establish a healthier relationship.

HappyFresh has been turning towards attracting Millennial shoppers in recent times. In July last year, the online grocery delivery company rebranded with a new logo, along with its new brand purpose “Freshly Handpicked” and new brand mascot – Apple boy. David Lim, VP, marketing, HappyFresh said the new brand looks to provide an interface for retailers to capture the Millennials who have a higher demand for quality and service, especially being aware of their health.

Prior to that, HappyFresh bagged US$20 million in a Series C funding. The online grocery platform aims to use the funding for both city and country expansion, as well as investment into technology and to further support growing the team in a number of specialist functions such as data science, and omnichannel technology.

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