Mondelez asks Malaysians to bake kuih raya with Cadbury chocolate this Ramadan

GlobalData Consumer Intelligence Centre

Mondelez International launched a special Cadbury Dairy Milk chocolate pack to tap into the Malaysian tradition of having “kuih raya”, or bite-sized sweet treats, during the month of Ramadan and Eid festivities. The campaign, tagged “Kuih Raya Dari Hati” (kui raya from the heart), encourages Malaysian households to bake kui raya at home, using Cadbury milk chocolate, instead of buying the market variety.

The limited-edition 160g packs, available from March through May 2022, are wrapped with baking sheets that double as printed baking templates, instructions, and recipes for baking kuih raya with milk chocolate. The templates are designed with cut-out moulds to aid novice cooks in measuring out ingredients correctly.

Each pack features one of six recipes for making biscuit, cookies, cake, and pudding, while two recipes are exclusively available online on the dedicated campaign website. Additionally, the company has planned exclusive livestreaming sessions with a celebrity chef, Anis Nabilah, to go through each of the recipes.

“Kuih Raya Dari Hati” is a follow-up to a similar campaign in 2021 that provided baking recipes in each pack. These campaign are intended to alter consumers’ perceptions of Cadbury Dairy Milk, effectively promoting it as a standalone indulgent treat, as well as a cooking ingredient for other sweet treats. These activations tap into the consumer inclination to prepare meals and snacks at home in lieu of dining out-of-home since the onset of the Covid-19 pandemic.

This trend has gained strength over the first quarter of 2022, as revealed by GlobalData’s consumer survey, largely due to the surge in the Omicron variant. Mondelez’s Ramadan pack can strongly appeal to half of the Malaysian respondents in the survey who have either started cooking meals at home from scratch, or were doing so more frequently during the last three months on account of Covid-19, and a quarter of respondents who continued to do so during the quarter.

Mondelez’s “Kuih Raya Dari Hati” campaign is an example of how brands can align their marketing strategies to resonate with varying consumer behaviours in the new normal. Chocolates makers are expected to step up spending on marketing activities and retail promotions to ensure the relevance of their top brands in the post-Covid-19 scenario. Such activities will play a pivotal role in accelerating the growth of the Malaysian chocolates market in the coming years.

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