Sssavour Flavours of CNY

Turning festive flavour into playful participation

Chinese New Year is a highly competitive season, with brands competing for attention across crowded social feeds and retail spaces. Ajinomoto Malaysia needed a campaign that could celebrate the festive joy of food while remaining distinctive, engaging and easy for consumers to participate in.

Sssavour Flavours of CNY brought the Year of the Snake to life through a primarily digital-led campaign, supported by strong retail visibility and purchase conversion.

The campaign centred on a festive Buy & Win Contest, promoted through Facebook, Instagram and TikTok content, including campaign announcements, recipe inspiration, cultural tips, festive humour and contest reminders. To extend credibility and reach, food and lifestyle influencers demonstrated how Ajinomoto products could elevate familiar reunion dishes and everyday festive cooking.

At retail, in-store POSM connected campaign awareness directly to purchase. A specially designed interactive leaflet added a playful festive twist: once unfolded, it transformed into a Snakes and Ladders board game, giving families something enjoyable to play together while reinforcing the Year of the Snake theme.

Through EMG’s balance of love and logic, the campaign combined the emotional warmth of festive meals and family play with a clear conversion journey—from content discovery and influencer inspiration to in-store visibility and contest participation.

The integrated approach helped Ajinomoto Malaysia remain relevant throughout the festive period, while turning a seasonal promotion into a memorable brand experience that audiences could watch, shop, play and share.

Campaign at a Glance

Reach: 24.6 million
Views: 26 million+
Engagement: 9.76 million total interactions
True Engagement: 32,772
Contest Leads / Entries: 3,278
Recorded Product Spend: RM178,071.01