Marrybrown reintroduces its Raya menu with tear-filled campaign

Marrybrown has reintroduced its Riang Ramadan Raya menu, featuring its signature ayam penyet sambal sauce (smashed chicken in chilli), ayam penyet burger, strawberry custard pie, and the fried chicken MB meriah bucket.  

As a part of the announcement, Dentsu Creative Malaysia has released three bite-sized short episodes, to highlight Malaysians’ love for spicy foods. The films take a comedic and fast-paced approach, designed to drive engagement across social media.  

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The “Riang Ramadan Raya” (‘Festive Ramadan Raya’) short series showcases Malik, a young working adult, and his Raya experience.  

In the first episode titled “Pengumuman terpedas” (‘The spiciest announcement’), Malik receives good news of a bonus from work, as well as a two week break for the festive period. In tears, from eating Marrybrown’s spicy ayam penyet and not so much from receiving the news, Malik calls his mother to let her know about the good news.  

In yet another tear-filled episode, Malik’s parents are seen crying over the phone, seemingly because of the good news that their son is returning home. However, the scene cuts to them eating the Marrybrown spicy ayam penyet, in spiced-induced tears.  

The final episode “Gambar terpedas” (‘The spiciest photo’), depicts Malik with his family over Raya. His sister sets outs to document the family on photos and videos, only to capture them crying yet again, over the Marrybrown dish.  

Lynn Low, chief marketing officer, Marrybrown said “We wanted to tap into the thrill of Ramadan and Raya in a way that feels true to how Malaysians consume content today—short, punchy, and packed with flavor, much like the dishes we’re offering.” 

“This campaign is all about celebrating the pedas-loving (spice-loving), story-craving Malaysian spirit, and what better way to do that than with a spicy, limited-time menu that’s as exciting as the season itself? We’re thrilled to have a partner, like Dentsu Creative Malaysia, that understands our audiences and dared to be different,” added Low.  

Meanwhile, Ahmad Nazril Ibrahim, executive creative director, Dentsu Creative Malaysia said “Ramadan is a time of tradition, but also a time of joy and togetherness. With this campaign, we wanted to take that energy and turn it into snackable, entertaining content that reflects how Malaysians interact today.”  

He added “From playful humour to unexpected twists, every piece of content is crafted to keep audiences engaged while celebrating their love for all things spicy.” 

This Ramadan-Raya, Nando's Malaysia has also stuck to short form content for its festive campaign. Created in collaboration with creative content agency Mediabrands Content Studio (MBCS), the “Nando’s pick-up line” campaign transforms the double meaning of "pick-up line" into a marketing strategy for weekly videos showcasing light-hearted pick-up line battles. 

Meanwhile, cosmetics brand Kiehl's released a micro-drama series on TikTok, titled "Cahaya Raya" ('Raya's light'). The series follows the story of Raya, a 'nepo baby' who finds self-worth and the ability to love herself after going through a series of personal challenges and life changes.

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