The Brief
Marrybrown is a well‑loved but distinctly local Malaysian fast‑food chain — and, by dint of where its outlets sit, one with a predominantly Malay customer base (its biggest rival being KFC). For Chinese New Year, the brand wanted to widen that base and win over the Chinese crowd. The limited‑time Egg‑Stra Ong Salted Egg range was the perfect vehicle: salted egg is a much‑loved flavour in Chinese cuisine, so leaning into it during CNY was a way to signal that Marrybrown is a go‑to for Chinese diners too. The challenge was cultural more than promotional — making a Malay‑centric brand feel genuinely relevant to a new audience at the most important moment of their year.
The Approach
The creative centred on togetherness. Chinese New Year is a celebration of family and friends, so rather than solo reviews, SushiVid paired the 11 KOLs to film joint Instagram Reels — friends eating together, which is exactly how people actually experience a meal out. The paired format made the content feel different from a standard food review and reinforced the festive, communal energy the brand wanted to own: Marrybrown as a place you gather.
The Execution
Content took the form of paired IG Reels reviewing the salted‑egg range with fun, food‑forward energy tuned to the CNY period. Execution was refreshingly simple: because Marrybrown has outlets almost everywhere, creators could just head to their nearest branch to shoot — keeping the content authentic (real visits to real stores) and the production light.
The Results
The paired‑review format reached 26,000 people, giving the limited‑edition range a focused burst of festive‑season visibility — and putting a Malay‑centric brand in front of a Chinese audience at exactly the moment it mattered, the goal the campaign was built around.
The Takeaway
When a brand wants to reach a new community, the content has to speak that community's cultural language, not just translate a slogan. Anchoring the campaign in a genuinely resonant flavour (salted egg) and a genuinely resonant value (togetherness at CNY), and expressing it through a paired “friends eating together” format, is what let a local favourite reach beyond its usual crowd. Often the simplest execution ideas — two friends, the nearest outlet — are the most authentic.