Marrybrown stirs up a fiery rap game to drum up hype for CNY burger

is turning up the heat for its Chinese New Year promotions with a rap game featuring four prominent Malaysian rappers WoShiJay, Cody Coex Foo, Fariq Frequensi and Kino Takamura. Smooth like melted cheese and fiery like pepper, the rap game intends to drum up hype for the brand's new Fortune Burger featuring cheese and black pepper flavours.

Part of the Marrybrown Kongsi Fortune (Sharing Fortune) campaign, the two-minute video sees the individuals showing off their rapping chops, spitting rhymes about Marrybrown's Tower Burger, chicken nuggets, crispy tender chicken, onion rings, and chicken porridge. In his rap, WoShiJay called upon Marrybrown to deliver him some chicken nuggets and two chicken burgers. "CNY arrived, let me give you ang pau (red packet)," he said.

Meanwhile, Fariq Frequensi did not hold back on his love for the fast food chain, saying: "Nowadays when hunger strikes, Marrybrown appears on my mind." He added: "Come here, Marrybrown is always the best. Everything is tasty, if you come by, surely a feast."

Cody Coex Foo also showed his appreciation for Marrybrown's crispy tender chicken. "Crispy Tender Chicken bagi saya dua. Nak crispy tender chicken bagi saya tiga. Crispy tender chicken untuk semua. Crispy tender chicken untuk saya dia dia," he said. Not forgetting why they came to Marrybrown, the rappers ended the game by ordering a Fortune Burger each.

In a statement to A+M, brand manager Lynn Low said it wanted to promote the concept of sharing and togetherness since Malaysia is a multi-racial country. As such, it came up with this campaign "Kongsi Fortune" (Sharing Fortune) to inform Malaysians that good things are meant to be shared with everyone and share the prosperity and fortune of happiness together.

"These four rappers are very talented individuals who are well-versed in two to three languages, similar to most Malaysians," Low said, adding that as a Malaysian brand, it also aims to show support for local artistes just like how consumers have been supporting the brand for the past 38 years.

"As a Malaysian brand, we hope to grow our culture and tradition for many generations to come using what we love and understand most - food. We are always looking to bring something different for all to engage with and look forward to, and build progressive brand affinity," she explained. SLPR Worldwide was involved in the campaign.

This is not the first time Marrybrown has used music to engage with consumers. In 2018, it produced a Kpop-inspired music video to promote its Korean Hot Chicks Sensation menu. The video featured four girls singing and dancing to the lyrics, which read “Korean hot chicks are so hot wei. Not the ones in Gangnam, we are talking about Marrybrown”. Low told A+M previously that today's consumers do not want to see just an ad, but instead value entertainment and follow brands that can offer entertaining content.