Secret Recipe serves up new brand ambassador

Secret Recipe has appointed Malaysian actress, Mira Filzah (pictured), as its brand ambassador. A household name in Malaysia, the actress is known for her roles in Eksperimen Cinta and Cinta Si Wedding Planner. In addition to acting, Mira also owns her beauty line, Mora Essential and her own branded scarf collection, MF Shawls. She has over 7.3 million followers on her social media platforms.

Head of marketing Evelyn Lee told A+M that Mira's youthful, fun, sweet and down-to-earth personality embodies the cafe chain's brand persona and how it positions itself as a brand. Mira's "Malaysia's sweetheart" image also speaks for the brand, as Secret Recipe is known for its sweet cakes, Lee added.

As the brand ambassador of Secret Recipe, Mira will be the face of Secret Recipe, representing the brand for a majority of the cafe's campaigns. This comprises promotions of new Secret Recipe cakes and hot meals. 

Lee also explained that Mira and Secret Recipe go a long way back as she has a lot of fond memories growing up with the brand - from having celebratory cakes to sharing a meal at the café with her family and friends. "We are excited to welcome Mira to the Secret Recipe family, she said.

Mira said: “I am honoured for the opportunity to be chosen as Secret Recipe’s new brand ambassador. Secret Recipe has been a part of many unforgettable occasions in my life, and I am excited to have it be a part of many more memories to come,” said Mira.

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