Nural - I Choose to Stay Close to My Family, is a 36-page guide that forms part of a campaign including print and online, activation and a three-minute TV spot.
The infant milk comes in two variants, each one targeting a different age range of children - Nugrow 123 and Nugrow 456.
The infant milk comes in two variants, each one targeting a different age range of children - Nugrow 123 and Nugrow 456.
Nural partnered with the Ministry of Women, Family and Community Development as part of the brand portfolio’s launch this month.
A series of advertorials were splashed across newspapers including The New Straits Times. The integrated campaign, developed by Universal McCann and Nutritek’s branding consultancy Digilot, continues the theme ‘I choose to stay close to my family’.
Key to the campaign was a pilot programme involving 12 pre-schools that served as a brand activation element. The programme included workshops for parents, educators and teachers.
A series of interactive activities have also been planned around the book. The preschool activation has now been adopted by NGOs, which plan to take it to different parts of Malaysia.
“The campaign was designed to generate word-of-mouth and engage with the target audience,” said Prashant Kumar, CEO of Universal McCann, Malaysia.
According to Phyllis Chan, managing director of Digilot, the campaign was based around the insights that mothers are inundated with health claims and bringing up children is becoming a frightening and lonely experience.
“The strategy aims to provide comfort. We want to reassure mothers that they have made the right choices, as well as bring back the joys of motherhood and family life.”
A 30-second TV spot will launch in the next few weeks. The campaign will run until the end of the year.
