Sempurnanya Raya




To increase brand awareness, drive brand engagement and festive cheer during Hari Raya.


Buttercup has long been a well-known household brand but most consumers only associate the product as a spread. We want to make Buttercup recognizable to the market that it is a versatile product that can be incorporated into traditional Raya recipes.


An integrated campaign was launched with the creation of a landing page, contest, and digital ads. The campaign was named “Sempurnanya Raya Buttercup”, where we produced four Raya recipe videos, which all used Buttercup’s products to cook up a delicious Raya treat, ranging from perfectly spiced traditional Malay curry to sweet, delicate desserts recipes. We engaged with 7 hypermarkets – AEON, AEON BIG, Econsave, Giant, MyDin, Tesco and TF Value-Mart to run a contest where RM60,000 worth of prizes (electrical appliances and cash vouchers) are to be won. The contest mechanics are simple – make a purchase worth RM20 or more in a single receipt at any of the 7 hypermarkets, snap a photo of the receipt, WhatsApp to Buttercup’s number and answer a simple question to enter the contest.  


1,108,086 total video plays

702,591 total reach