Dapur Goodday: Misi Sarimah & Tuyah vs Che Ton
9. Entertainment Kancils [9.5 Brand Partnerships, Sponsorship and Collaboration]
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Links:
Product/Service:
Goodday
Client:
Etika Sdn Bhd
Brief:
Ramadan is Malaysia’s ultimate food season, but while the month celebrates abundance, many still opt for less healthy meals. Goodday Milk wanted to change that by making health and goodness not just a choice, but a part of the festive experience. How can we inspire healthier food habits during Ramadan in a way that feels local, fun, and relatable?
Solution:
Goodday Milk partnered with Astro to create “Dapur Goodday: Misi Sarimah & Tuyah vs Che Ton” a first-of-its-kind Ramadan experience that lived both on-screen and in real life.
It starts with a 29-episode drama featuring two women released on earth by a UFO with a task to spread one goodness a day. It also has a cooking segment in the drama which uses Goodday Milk to add goodness into the dishes. The dishes are then served at a Goodday stall set up at a Ramadan bazaar the day after each episode is aired. The unique drama-cooking-real world activation approach made it fun, accessible and easy for Malaysians to experience goodness.
The collaboration bridged content, commerce, and culture, driving 18 million total reach, 3.3 million views, and over 6,000 Goodday packs sold or donated.
