Noodle brand Mamee Chef picks FCB Malaysia for relaunch

Mamee Double Decker has appointed FCB Malaysia to handle the relaunch of its noodle Mamee Chef brand. According to FCB's co-owner and CEO Shaun Tay, there is no fixed time frame slated for the appointment, and the team is currently in pre-production. A+M understands three other local and international agencies were vying for the account. 

Mamee Chef was launched in 2012 to add a new twist to instant noodles. By integrating La Mian (Mi Tarik) techniques and innovation at its noodle production factory, Mamee Chef said it hopes to "give people more than what they expect" from instant noodles. In its quest to create something new for consumers, Mamee teamed up with renowned celebrity chef, Dato' Chef Ismail. Together, MAMEE and Chef Ismail have created an original, authentic recipe made with fresh ingredients, herbs and spices that caters to many unique local flavours. The brand is available in three flavours Thai Tom Yam, Curry Laksa and Spicy Chicken Shiitake.

Mamee is a brand that has been around for 50 years. The brand, which currently exports to 80 countries and has a yearly turnover of RM1 billion, has an evergreen vision of creating "Asia’s most exciting and diverse snacking experience”. 

(Read also: Mamee noodle boss: 'We ride on key trends. We don't try to create new ones')

FCB Malaysia is also now working with Berjaya Sompo and mobile network company, RedONE. Working with media partner, Trapper, the agency managed to snag the integrated communications pitch for Berjaya Sompo Insurance’s new telematic motor insurance product, SOMPO MotorSafe. The agency will be appointed for the length of the Sompo Motorsafe project, estimating it to last "until the end of 2021". 

This is not the first time FCB has worked with Berjaya Sompo Insurance. Last year, it worked with the insurer to launched an integrated thematic campaign featuring its "Silent Guardian" characters. In the campaign, five characters played the roles of different warriors, each representing the five categories of insurance Berjaya Sompo provides - home, personal accident, motor, health and travel insurance.

Similarly with redONE, the FCB Malaysia teamed up with Trapper and managed to secure the digital scope for Malaysia’s first Mobile Virtual Network Operator. “What I really appreciate is how each win represents the different strengths of our agency - be it our long-standing prowess in strategy and branding, the decades of experience in financial service marketing or our fast-growing capabilities in terms of digital content creation", said Shaun Tay, co-owner and CEO of FCB Malaysia. 

Despite the repeated lockdowns and social distancing challenges in Malaysia, Tay attributed the agency's success to its "all-in and hands-on" work culture". Taking note of his company's leadership team, he also said that the team's ability of "mapping out a target to achieve", and backing it up with strong work and solid thinking has helped the agency with its winning streak. 

Besides Mamee Chef, Berjaya Sompo Insurance’s SOMPO MotorSafe and redONE, the agency has also picked up a slew of new clients and brands spanning different categories and even markets. Moving forward, the agency has already had three to five other wins, including dating application, Hawaya and other big brands which could not be named due to contractual or campaigns reasons. 

In other markets, FCB has also been appointed by other companies such as Ovaltine, where the FCB Bangkok team would lead its creative and digital duties for four SEA markets and American eCommerce marketplace, Groupon decision to appoint FCB global to evolve brand perception. 

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