Secret Recipe Malaysia gets going with GO Communications

Secret Recipe Malaysia has brought on board GO Communications to handle its integrated PR and communications duties. The year-long contract will see the agency working on multiple initiatives to strengthen the brand’s messaging and narrative, while helping to position it as the preferred choice for both its menu and innovative meal. This is not the first time GO Communications and Secret Recipe have collaborated. The two recently worked together on the opening of Secret Recipe’s 350th outlet in 1 Utama, the introduction of new flavours in Secret Recipe’s platinum collection of cakes. The two also collaborated with Nila Cosmetics, which saw the creation of a line of lipsticks and blushes inspired by some of Secret Recipe’s cakes.

Don't miss: Restaurant chain Secret Recipe introduces new modern design, looks to revamp 20 outlets

With Ramadan right around the corner, GO Communications and Secret Recipe are currently working together with a celebrity chef and host Anis Nabilah to introduce sweet and savoury offerings. 

Head of marketing of secret recipe, Evelyn Lee said that over the past few campaigns and the ones going forward, working with GO Communications has been a pleasurable experience for the team. “We truly value the partnership with them and are ecstatic to see what’s in store for the rest of the year,” he added.

GO Communications’ founder and CEO Peter De Kretser said that the agency has already hit the ground running with several ideas to deepen the Secret Recipe footprint in Malaysia while facilitating the brand’s expansion.

“What better way to kick-off 2023 than to be working together with a true-blue Malaysian success story; a brand that has beguiled the hearts, minds, and taste buds of Malaysians from all walks of life for a quarter of a century while expanding beyond our shores. They are the perfect example of a brand that has stood the test of time in the highly competitive and volatile F&B environment,” De Kretser added.

He also said that the unique and multifaceted nature of Secret Recipe’s offering allows the team to create several fun initiatives, including the possibility of cross-pollinating with some of our other clients and partners to bring out fruitful and measurable outcomes. 

"Rest assured, we will be reaching deep into our magical chef hats, as always, to come up with truly befitting ideas – and the cili padi sizzle - to GO beyond the ordinary to cook up a true recipe to produce measurable results towards heightened success,” he explained.

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