Marrybrown ups ante on unexpected humour to spark convos about new Tom Yam offering

Marrybrown has tied up with content creator Jared Lee to promote its new Tom Yam chicken in the most surprising and funny way possible that Malaysians could relate to. The new flavour is part of its "Around the World" meals which brings gastronomic meals from around the world to Malaysian consumers, beginning with South Korea earlier this year followed by Italy. Thai ads are known for their unexpected outcomes and Marrybrown wanted to up the ante on its social media marketing by creating unexpectedly humorous content with Lee while highlighting its new offering. 

https://www.facebook.com/MarrybrownMalaysia/posts/4952185608171072

https://www.facebook.com/MarrybrownMalaysia/posts/4984470978275868

https://www.facebook.com/MarrybrownMalaysia/posts/5000130090043290

Marrybrown's senior marketing manager, Lynn Low, said Malaysians have been eager to travel since the pandemic. Although borders are open to certain countries such as Thailand, most Malaysians are still cautious about the idea of travelling. Regardless, Marrybrown always aims to bring something different to their fans and as part of their 40th anniversary, the fast-food chain wants to make the occasion a special one to lift the spirits of consumers who have helped them achieve this milestone. A+M has reached out to Marrybrown for additional information.

The campaign was done in collaboration with SLPR Worldwide Group and the agency's senior partner and chief operating officer for Southeast Asia, Leon Tang, said the pandemic has changed the way Malaysians consumr content. 

"Consumers expectations towards brands are continuously shifting and they are looking for more exciting stories that they can share or spark conversations with their friends and family. This is where digital storytelling comes into play across different stages of a consumer engagement journey," Tang explained. 

He added that the team wanted the brand's content to not be just another scrolled-through content but instead the type of content, which is unexpected, funny yet catering to the brand’s existing and potential audiences to empower social conversation and sharing. "After all, good food should be accompanied by an even greater experience when indulging the meal,” he said.

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