Client: Knorr (Unilever) | Category: FMCG, Food, Seasonings, Stocks & Cubes | Scope: Chinese New Year Campaign, Key Visual Design, POSM, Promotional Materials, Retail Displays, Digital Assets | Market: Malaysia | Year: 2024 | Agency: Laugh Contagious Communications, Kuala Lumpur
Knorr Malaysia's Chinese New Year 2024 campaign marked the start of a hotpot-anchored festive visual system we've continued evolving with the brand into 2025 and beyond. The original brief: celebrate the warmth of reunion meals and the joy of cooking together during one of Malaysia's biggest festive seasons, and position Knorr as an essential ingredient behind the dishes Malaysian families gather around.
The hero key visual — dynamic hotpot world that became the foundation of the Knorr CNY system carried into 2025 and beyond.
In-store POSM — the campaign translated into the moment of shelf decision.
In-store POSM — the campaign translated into the moment of shelf decision.
Retail visibility tuned for the height of CNY grocery shopping.
The creative direction combined rich festive colours, dynamic hotpot visuals, and expressive food styling to drive appetite appeal across both retail and digital touchpoints. The system extended across key visuals, POSM, promotional materials, retail displays, and digital assets — balancing strong product visibility with emotional festive storytelling rooted in the reunion table itself. The hotpot-led visual world introduced here became the foundation we built the 2025 campaign on, and a piece of recognisable brand language Knorr now carries into the CNY shelf year after year.
In-store POSM — the campaign translated into the moment of shelf decision.
Retail visibility tuned for the height of CNY grocery shopping.
Festive seasonal ownership isn't built in a single year — it's built in three, four, five consecutive years of recognisable visual language across the same season. The brands that dominate CNY, Raya, or Deepavali in their categories are the ones brand managers don't have to reinvent every December. That's the long-term thinking we bring to multi-year festive brand stewardship for FMCG, food, and beverage clients across Malaysia and Southeast Asia.
Capabilities applied to this project: Knorr CNY campaign Malaysia, multi-year festive brand stewardship, Chinese New Year food campaign Malaysia, reunion meal campaign design, hotpot visual system design, festive food FMCG campaign design, Knorr campaign agency Malaysia, festive POSM design Kuala Lumpur, festive shopper marketing Malaysia, food category retail communication.
Got a festive moment you want to own across consecutive years? Let's build the system →
