Client: Knorr (Unilever) | Category: FMCG, Food, Seasonings, Stocks & Cubes | Scope: Raya Festive Campaign, Key Visual Design, POSM, Retail Displays, Digital & Promotional Assets | Market: Malaysia | Year: 2023 | Agency: Laugh Contagious Communications, Kuala Lumpur
Hari Raya cooking in Malaysian homes has quietly evolved. The traditional rendang, ketupat, lemang, and lontong still anchor the table — but modern Malaysian families are increasingly mixing tradition with their own twists, lighter versions, fusion takes, and time-saving short-cuts that respect the season without being slaves to it. Knorr Malaysia's Raya 2023 campaign was built to celebrate exactly that — the kitchen companion that helps families create Raya dishes that feel authentic and contemporary.
The hero key visual — Knorr positioned as the kitchen companion behind both classic and contemporary Raya dishes.
The visual direction combines vibrant festive colours, rich food styling, and dynamic cooking visuals to drive appetite appeal across retail and digital touchpoints. The system extends across key visuals, POSM, retail displays, digital assets, and promotional materials — balancing emotional festive storytelling with clear product communication and the kind of shelf visibility a peak-season grocery aisle demands. This campaign anchored a Knorr Raya visual system we've continued evolving across consecutive years.
On the festive grocery shelf — designed to win the peak-season cooking basket.
In-store POSM extending the festive campaign into the heart of the Raya grocery shopping window.
Festive campaigns rarely earn their full commercial value in a single year. The brands that genuinely own Raya, CNY, Deepavali, or Christmas in their category are the ones running a recognisable visual system across consecutive seasons — refining what works, evolving what should change, and giving consumers a brand language they begin to associate with the season itself. That's the long view we bring to multi-year festive campaign work and seasonal brand stewardship for FMCG, food, and beverage brands across Malaysia and Southeast Asia.
Capabilities applied to this project: Knorr Raya campaign Malaysia, Hari Raya FMCG food campaign, festive food FMCG campaign design, modern Raya cooking campaign, Raya key visual design Malaysia, Knorr campaign agency Malaysia, multi-year festive brand stewardship, festive POSM design Kuala Lumpur, Raya retail communication design, Eid al-Fitr FMCG campaign Malaysia.
Got a Hari Raya campaign you want to own across years — not just deliver once? That's the model we build for →
