The Middle Child
10. Craft Kancils [10.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
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Links:
Product/Service:
Food and Beverage
Client:
Gerbang Alaf Restaurants Sdn Bhd
Brief:
For nearly thirty years, Prosperity Burger has been a highly anticipated product by Malaysians of all races, with higher affinity for Chinese for signalling the arrival of Chinese New Year. From drive-thru lane dress-ups, in-store and online activities, to community programs, the return of Prosperity Burger welcomes a season of togetherness and appreciation.
However, the Brand suffered a significant downturn in October. Most of our core Muslim Malay audience joined the global boycott stemming from the Gaza conflict. Amidst highly negative sentiments and drastic sales dips, we faced the daunting task of launching Prosperity Burger in the heat of the boycotts.
The nationwide boycotts dealt a tremendous blow to McDonald's Malaysia, with every major metric drastically plunging down. Over fifty percent of our customer base vehemently avoided us, causing a steep -41% dive in comp GCs. Malay boycotters primarily drove the decline, triggering a huge shift in our consumer mix - from 60% to
Solution:
The Middle Child Syndrome is traditionally pervasive in Chinese families, where the eldest or youngest siblings are perceived to be favored. The feeling of 'being stuck in the middle' is frowned upon, but the yearning for recognition is real.
'The Middle Child' is a heartwarming two-part film that tells the story of Jade, a middle child yearning for validation among her traditional family. Despite feeling unseen and overshadowed, Jade perseveres to earn her mother's recognition and inherit the jade bracelet - a prized heirloom in Chinese culture. When an accident shatters Jade's resolve, her mother comforts her with the reassurance that she is seen, heard, and valued.
'The Middle Child' helped sales recover by 6% and helped foster strong recovery among Malays by garnering +1.7% product affinity & +2.4% brand preference. Among the Chinese, +1.7% TOM was cultivated and +4.4% on ad recall, moving the needle from 62% to 64% on 'Favourite QSR Brand.'
