CLIENT

Goodday Milk (Etika Sdn Bhd)

 

Challenge

Ramadan in Malaysia is the biggest season for food, family and entertainment – and the most crowded season for brands. It’s a time of togetherness, but also a time of clutter, with every corner filled with flashy discounts and festive promotions.

But Goodday Milk didn’t want to join the price war. Instead, the brand sought for a more meaningful role: to be part of buka puasa moments themselves.

In a season where every brand is vying for attention, the challenge was: how do you get noticed without sounding like everyone else?

 

Solution

Instead of adding to the festive noise, Goodday Milk leaned into what people were already doing during Ramadan – bingeing on family dramas and browsing recipes (YouGov Omnibus, Sep 2024).

So, what if both could come together in one experience?

That idea sparked Dapur Goodday: Misi Sarimah & Tuyah VS Che Ton – a first-of-its-kind branded reality cooking drama that didn’t just live on screen but came to life the very next day.

🎬 On-screen: Original Drama Series

Across 29 bite-sized daily episodes, the drama blended comedy, drama and recipes – reviving fan-favourite characters Sarimah, Tuyah and Che Ton from last year’s hit Ramadan drama Khun:sa, alongside special guest appearances from the wider Astro content universe including Zizan Razak (Inspector Sani from Polis Evo), Datuk Rosyam Noor (Salleh from Kala Malam Bulan Mengambang), Scha Al-Yahya (Dania from Awan Dania), Naim Daniel (Ayam from Projek: High Council), and more.

Every episode showcased a dish infused with Goodday Milk as the hero ingredient, aired across Astro Ria, Astro GO and YouTube.

🍴 Watch Today, Buy Tomorrow

Insight: People don’t just watch food — they crave what they see.

So we didn’t stop at entertainment – we transformed it into an experience, turning watch time into real-time trial.

With the bold concept of ‘Watch Today, Buy Tomorrow’, every dish seen on screen was served the very next day at the Ramadan Bazaar, Stadium Shah Alam. It was a direct path from crave to try — from story to stall, from screen to spoon.

Real-time QR codes featured during the show shared daily recipes and guided viewers to the bazaar, where the drama was brought to life. On the ground, the experience continued with celebrity appearances and Spin-the-Wheel contests. Grab ride vouchers encouraged visits, connecting the online and offline experience, while CSR initiatives provided meals to underprivileged communities.

📢 Amplification

To build reach and scale, we extended the campaign far beyond the drama itself:

  • Daily amplification, teasers, exclusive & behind-the-scenes content on Gempak throughout Ramadan period
  • ERA & Sinar radio brought the drama on-air with cast appearances
  • Collaborations with food-focused KOLs (Akie Jack & Aniis Ismail) and EzLokal partnership amplified reach
  • Digital billboards across major highways in Klang Valley, refreshed daily during buka puasa hours
  • Geo-targeted display ads in key areas around the bazaar – Shah Alam, Klang, Subang, Kota Raja
  • In-store branding to close the loop from screen to shelf

Results

Real Sales, Real Trials

Goodday turned branded content into tangible sales impact and real product trials – proving its place in Malaysians’ everyday Ramadan moments.

The bold idea of ‘Watch Today, Buy Tomorrow’ paid off, winning hearts on screen, online and on ground. By blending storytelling with real-world experiences, Dapur Goodday transformed branded content into something Malaysians could watch, taste and share – all while delivering measurable impact.

Business Impact

  • +23% Sales Increase (vs. Ramadan 2024)
  • Over 6,000 packs sold and donated through Bazaar and CSR activities

Media Reach

  • 3 million views & 300K replays from 29 daily episodes
  • 11 million radio listeners reached across ERA and SINAR FM
  • 4 million total social media reach across platforms

Audience & Social Engagement

  • RM5 million of PR value generated
  • 70x spike in brand mentions
  • > 600K bazaar visitors