QBB Pure Ghee Returns to Its Roots in Hari Raya Campaign

Why It Matters

The campaign leverages cultural nostalgia to strengthen QBB’s positioning in a crowded ghee market, potentially recapturing market share during the lucrative festive season. Success could signal the power of heritage‑focused branding in FMCG categories facing price‑driven competition.

Key Takeaways

• QBB partners with THE SHOUT GROUP for Hari Raya campaign.
• Campaign emphasizes generational trust in pure ghee.
• Contest offers RM22,000 prizes and live cooking event.
• Category faces competition from blended, lower‑cost ghee brands.
• Goal: regain lapsed users and boost QBB market share.

Pulse Analysis

Ramadan and Hari Raya are the most important culinary periods in Malaysia, driving a surge in ghee usage for dishes such as nasi minyak, rendang and kuih raya. While pure ghee remains a staple, the market has become fragmented with blended‑ghee products offering lower price points, eroding the premium segment’s share. Brands that can articulate clear value beyond cost are increasingly vital as consumers balance tradition with budget constraints.

Lactalis Trading’s partnership with THE SHOUT GROUP taps into this dynamic by framing QBB Pure Ghee as a generational trust anchor. The "Cook with QBB" contest not only creates user‑generated content but also re‑engages families who grew up with the brand, turning nostalgia into a measurable activation. By rewarding participants with RM22,000 in prizes and a live cooking event, the campaign generates buzz, social sharing, and authentic recipe exposure that reinforces the product’s premium positioning.

If successful, the initiative could reverse the drift toward cheaper alternatives, reclaim lapsed users, and boost QBB’s share in a competitive FMCG landscape. The approach illustrates a broader industry shift: leveraging cultural heritage and emotional storytelling to differentiate in price‑sensitive categories. Other food manufacturers may follow suit, using heritage‑centric campaigns to protect margins and deepen consumer loyalty during peak festive periods.