If you've been checking the news regularly, or even just a little, or have really just been awake and breathing this week, you'll have seen the internet lose its collective marbles over what will be forever etched into the annals of history as 'Chicken Rendang-gate'.
For those who are somehow uninitiated, here's the lowdown: TV cooking contest Masterchef UK, judged by chef John Torode and food-ster Gregg Wallace, ejected Malaysian-born contestant Zaleha Kadir Olpin after deciding that her chicken rendang was not crispy enough.
Cue internet bedlam in Southeast Asia, for the simple (and totally correct) fact that chicken rendang IS NOT CRISPY (Campaign is adopting the outraged shriek of the internet momentarily).
Never shy to miss an opportunity, advertisers in the region obviously jumped on board the 'brandwagon' with a large pinch of glee, and a heavy dollop of humour. Here are some of the best responses Campaign has seen:
Singapore Civil Defence Force (yes, really!)
Oops, someone must have gotten our Nasi Marrybrown’s Crispy Chicken confused with Rendang chicken. Nonetheless, kudos to MasterChef Zaleha for her amazing effort! #Marrybrown #SomethingDifferent pic.twitter.com/mGp0JQXIqU— Marrybrown (@MarrybrownMY) April 4, 2018
The debate has taken on political dimensions, with the former and current prime ministers of Malaysia weighing in.
Prime minister Najib Razak tweeted: "Who eats chicken rendang with 'crispy chicken'?"
Former prime minister Mahathir Mohamad had his own witty response:
Maybe you are confusing rendang chicken with KFC https://t.co/yjsw0CeFtR— Dr Mahathir Mohamad (@chedetofficial) April 3, 2018
The hot-button issue has even taken on an international flavour, with the US ambassador to Brunei making his allegiance clear: