Dapur Goodday: Misi Sarimah & Tuyah vs Che Ton
7. Commerce Kancils [7.9 Innovation in Commerce]
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Links:
Product/Service:
Goodday
Client:
Etika Sdn Bhd
Brief:
During Ramadan, consumers spend more time watching dramas and visiting food bazaars, but healthy choices often take a backseat. Goodday Milk wanted to promote nutritious living during this season of indulgence, not through traditional advertising, but through an experience that merged entertainment and real-life action.
Solution:
We created Malaysia’s first drama-to-commerce Ramadan experience. Through “Dapur Goodday: Misi Sarimah & Tuyah vs Che Ton”, a 29-episode drama with a built-in cooking show segment, we integrated Goodday Milk directly into the storyline showing how its natural goodness could be added to everyday dishes.
The innovation? Each recipe featured in the drama was brought to life the next day at real Ramadan bazaars, where Malaysians could taste what they’d seen on TV.
This unique on-screen-to-off-screen model turned viewership into action, making goodness something audiences could literally watch today, and buy tomorrow.
The campaign achieved over 18 million total reach, 3.4 million social media reach, and 3.3 million views, proving that entertainment can drive both engagement and purchase in a culturally authentic way.
