Boss Mekdi
6. Digital Experience Kancils [6.9 Best use of influencers]
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Links:
Product/Service:
F&B
Client:
Gerbang Alaf Restaurants Sdn. Bhd
Brief:
In October 2023, the Middle Eastern geopolitical conflict triggered nationwide boycotts. McDonald’s became a symbol of American complicity. Overnight, 80% of Malay consumers left. Sales fell by 48%, stores were vandalised, and even our RM1 million donation to Palestine relief sparked more anger. Mekdi Malaysia faced its toughest moment yet: to regain trust and prove that we weren’t outsiders, but part of Malaysia itself.
Solution:
Research revealed the heart of the problem: when Malays looked at us, they no longer saw Mekdi: they saw “the Americans.” But Mekdi isn’t foreign. It’s homegrown. The nickname itself is a term of endearment that exists only in Malaysia. To recover, we had to remind Malaysians that Mekdi was theirs: local, familiar, one of them. That meant putting forward not a faceless corporation, but a human presence who embodied those values.
No celebrities. No glossy films. No big budget. Just a few weekends, our business director’s camera, and a handful of volunteers. Our Managing Director became #BossMekdi: a humble, relatable face for the brand. He shared favourite food hacks, appeared in promos, and rolled up his sleeves at community events. Always social-first, always conversational. By showing up consistently and authentically, he transformed Mekdi from villain back into a local favourite.
