The Brief
As a US import brand, Smucker's needed to make its fruit spreads feel relevant to Malaysian kitchens rather than a foreign pantry item.
The Approach
SushiVid briefed 8 KOLs to localise Smucker's into distinctly Malaysian recipes — including a Nasi Lemak Strawberry twist — turning an imported product into a talking point rather than just an ingredient.
The Results
The playful localisation reached 49,480 people, giving Smucker's a memorable, distinctly local hook in the Malaysian market.