Client: Knorr (Unilever) | Category: FMCG, Food, Seasonings, Stocks & Cubes | Scope: Chinese New Year Campaign, Key Visual Design, Promotional Mechanics, FMCG Campaign Storytelling, Retail & E-Commerce Visual System | Market: Malaysia | Year: 2025 | Agency: Laugh Contagious Communications, Kuala Lumpur
For most categories, Chinese New Year is a moment to look festive. For food brands, it's something far bigger — it's the single highest-stakes cooking season on the Malaysian calendar. Every kitchen turns into a production line. Every reunion dinner is judged. Every shopper at the supermarket isn't just buying ingredients — they're buying the promise of a better dish than last year.
Knorr Malaysia's 2025 CNY campaign was built around that exact truth. Instead of leaning purely on red-and-gold decorative cues, we anchored the entire visual system in a vibrant hotpot-inspired world — a celebration of bubbling broths, layered ingredients, and the shared, hands-in-the-middle joy of reunion cooking. Traditional festive symbolism met modern food styling. Appetite-led photography met dynamic ingredient compositions. The festive palette stayed unmistakably CNY, but the story became unmistakably Knorr: the trusted ingredient behind the dish everyone remembers.
The campaign key visual — anchored in a vibrant hotpot world, where reunion cooking is celebrated.
The system was designed to perform end-to-end — strong enough for a hypermarket gondola, sharp enough for an e-commerce hero banner, warm enough to feel like a meal worth coming home to. Culturally relevant. Commercially competitive. Genuinely delicious.
In-store retail communication — designed to drive shopper navigation at the supermarket level.
In-store POSM extending blessings to the shopper.
The mistake we see most often in festive FMCG work is treating every brand as if it occupies the same emotional territory during CNY, Hari Raya, or Deepavali. It doesn't. A beverage brand sells refreshment and togetherness. A snack brand sells gifting. A skincare brand sells preparation. A food brand sells the meal itself — and the visual language, photography direction, and shelf strategy need to reflect which festive moment the brand actually owns. That's the lens we bring to festive FMCG campaign design, seasonal key visual systems, and food-category brand storytelling for brands across Malaysia and the wider Southeast Asia region — campaigns that earn shelf attention because they earn category relevance first.
Capabilities applied to this project: Chinese New Year campaign design Malaysia, CNY festive food campaign, Knorr campaign agency Malaysia, food category FMCG campaign, seasoning and stock brand campaign, reunion meal campaign design, hotpot visual system design, festive food photography direction, appetite-driven FMCG design, key visual system Malaysia, retail and e-commerce visual system, integrated festive FMCG campaign Southeast Asia.
Got a food-category festive campaign on the calendar — CNY, Raya, Deepavali, Mooncake, Mid-Autumn, or Christmas? That's our favourite kind of brief →
