Lactalis Trading Malaysia has partnered with THE SHOUT GROUP (FCB SHOUT) on a Hari Raya campaign for QBB Pure Ghee titled ‘QBB – Pilihan Dipercayai Sepanjang Generasi’ (QBB – The Trusted Choice for Generations).
The campaign centers on QBB Pure Ghee in Malaysian kitchens and focuses on the role of ingredients in traditions, flavours and family bonds across generations.
Ramadan and Raya are peak seasons for ghee consumption, as dishes such as nasi minyak, nasi tomato, rendang and kuih raya use ghee as an ingredient. In recent years, demand for ghee during the festive period has remained, while the category includes blended ghee brands offering lower-cost alternatives. This has increased competition, with long-established names and newer entrants in the market.
As part of the campaign, the ‘Cook with QBB’ contest invites Malaysians to prepare festive dishes with QBB and share recipes online. From all entries, 10 participants will be shortlisted to compete in a live cooking event in April 2026. Winners will receive prizes worth RM22,000 and have their recipes featured on QBB’s official website.
“We would like to first thank THE SHOUT GROUP (FCB SHOUT) for developing a concept that is both culturally grounded and strategically strong,” said Joselynn Lim, Head of Marketing & Innovation, Lactalis Trading Malaysia.
“The idea is rooted in a real consumer insight: when it comes to food, especially during Ramadan and Raya, trust is built over generations. This campaign allows us to reconnect with families by reminding them what sets pure ghee apart, and why QBB Pure Ghee has remained a staple in Malaysian homes for nearly a century. We believe this work will help strengthen the brand’s relevance, win back lapsed users and support QBB Pure Ghee’s continued growth in an increasingly competitive market.”
“When we looked at the category, we realised the challenge wasn’t just about price or preference, it was about education and emotional reassurance,” said Syahriza Badron, Managing Director, THE SHOUT GROUP (FCB SHOUT).
“Many people grew up watching their parents and grandparents cook with QBB Pure Ghee, but over time, that trust has been diluted by newer, cheaper alternatives. Our approach was to bring the conversation back to what truly matters during Ramadan and Raya: the dishes we cook for the people we love, and the ingredients we choose with confidence. By anchoring the idea in generational trust, we were able to position QBB Pure Ghee not just as a product, but as a constant that has quietly stood the test of time.”
Credits
TITLE: QBB – The Trusted Choice for Generations
Lactalis Trading Malaysia
Head of Marketing & Innovation: Joselynn Lim
Assistant Brand Manager: Eugene Teh
Management Trainee: Heng Ke Yi
THE SHOUT GROUP (FCB SHOUT)
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Tjer
Creative Director: James Voon
Senior Art Director: Chong Woey Shin
Vernacular Writer: Zaffira Zakuan
Creative Strategist: Mandy Chock
Senior Brand Manager: Jane Leong
Brand Manager: Nadhira Murad
Senior Brand Executive: Iffah Fahmi
Production House: KDCo.
Film Director: Saifful Shah
DOP: Saifful Shah
Executive Producer: Effendy Harjoh
Producer: Syamimi Ali
Production Manager: Syazwani Ishak
Food Stylist: Kevin
Offline Editor: Saifful Shah
Post House: Meccanica EFX
Online Artist: Alvin
Colorist: Hafizil
Audio House: Crosstown Connection
Producer: Ananth
Sound Engineer: Barnabas
VO Talents: Adila
