Julie's Biscuits swag pouch takes Merdeka Square in FOOH ad

Malaysian snack brand Julie's Biscuits has released a fake out-of-home (FOOH) ad featuring its 'Malaysian Swag Pouch', created in collaboration with local streetwear brand Pestle & Mortar Clothing. 

The FOOH ad sees the pouch atop a striking yellow Julie's truck. The truck then makes its way across Merdeka Square as onlookers pass by the street. 

The pouch features Malaysian-inspired motifs such as a modern batik design and subtle peanut butter sandwich motifs representative of Julie's Biscuits on the exterior. 

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Meanwhile, the interior features classic Malaysian elements such as a yellow school bus, the Rafflesia plant, durian, iced tea and the Julie's Biscuits peanut butter sandwich. 

The ad and collaboration come as Malaysia celebrates Malaysia Day. 

Malaysians who wish to get their hands on the swag pouch can simply purchase two packs of Julie's Biscuits' peanut butter sandwich (360g) or cheese sandwich (336g). 

“This campaign is about celebrating what makes Malaysia unique. It’s a tribute to our country’s culture and the collective pride we share as Malaysians. Our collaboration with Pestle & Mortar Clothing has allowed us to create a swag pouch that truly captures the Malaysian spirit in its design," said Tzy Horng Sai, director of Julie's Biscuits.

"Not only does it look fantastic, but it also resonates deeply with the Malaysian identity. We are excited to share this with fellow Malaysians and invite them to take home a piece of Malaysia with our exclusive swag pouch," he added. 

“This collaboration with Julie’s is a celebration of what makes us uniquely Malaysian. At Pestle & Mortar Clothing, our designs have always been about telling stories that resonate with the everyday experiences of Malaysians, and this limited-edition swag pouch does just that. We’re excited to offer Malaysians a piece of this celebration, and we hope it brings as much pride to them as it does to us,” said Hugh Koh, co-founder and chief vision officer of Pestle & Mortar Clothing. 

Earlier in May, the biscuit brand painted the town of Melaka with its signature hue of yellow. 

Featuring over 50 sets of Julie’s branded parasols with stylish tables and chairs, the vibrant art installation strategically located at popular tourist is in collaboration with Melaka Historic City Council (MBMB). 

This initiative aimed to enhance visitor’s experience in areas such as Stadthuys and Melaka River Side and to transform the iconic landmarks into even more photo-worthy destinations.

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