F&N Magnolia taps desk drops and digital buzz for Minion collaboration

In the lead-up to the new school term, F&N MAGNOLIA and Mutant Communications brought together storytelling, surprise and pop culture charm through a collaborative campaign featuring Illumination’s Minions. From creative media drops to nationwide activations and playful packaging, the campaign aimed to reintroduce dairy as something fun and shareable while building buzz both online and offline.

The campaign featured a limited-edition product rollout anchored by F&N MAGNOLIA Banana Milk UHT, launched nationwide in early June. Packaged in bright, Minion-themed designs, the banana milk was positioned as a cheeky, on-the-go treat. This was followed by Minion makeovers of F&N MAGNOLIA 100% fresh milk, chocolate milk, and ice cream tubs, extending the collaboration into lunchboxes and family desserts.

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“For generations, F&N MAGNOLIA has been a trusted name, delivering wholesome and high-quality dairy products with exciting innovations. We are thrilled to team up with the mischievous Minions this school holiday, blending our authentic goodness with their playful charm,” said Ronnie Teo, chief brand and commercial officer at Fraser and Neave.

To bring the experience closer to consumers, F&N also launched interactive activations at AEON malls across the Klang Valley and Johor Bahru. From blind box vending machines offering exclusive Minion merchandise to sampling booths featuring banana-themed games, the campaign extended brand presence beyond shelves into physical spaces.

The Minions tie-up was not only creative, but strategic. “The Minions are mischievous, iconic, and loved by all ages, much like how our dairy range has been a trusted favourite across generations,” Teo told A+M exclusively. “When the opportunity to partner with Illumination and Universal Pictures came up, we knew it was the perfect way to blend our wholesome goodness with a splash of playful charm.”

The campaign also featured a national contest with over RM69,000 worth of Minions-themed prizes, including back-to-school sets, leather backpacks and Touch 'n Go eWallet reload PINs. Every RM10 spent on participating F&N MAGNOLIA products earned consumers entries into the weekly draws, running from June through August.

At the same time, a social-first media drop was rolled out by Mutant Communications to editorial teams and content creators. “Launched just as families were gearing up for the new school term, the F&N MAGNOLIA x Minions media drop aimed to reintroduce dairy as something joyful, shareable, and worth talking about,” said Charmaine Goh, director at Mutant Communications. “From the playful packaging to the unexpected desk-side delivery, it was designed to make everyday dairy feel fresh, fun, and buzzworthy again.”

For Mutant, the objective was not only media coverage, but emotional engagement. “This was more than product seeding. It was a moment built for social-first storytelling,” Goh explained. “The team intentionally brought the concept to life, crafting every detail to surprise, delight, and drive organic content through whimsical packaging, interactive elements, and photo-ready unboxing moments.”

By taking the experience directly to media houses, the campaign aimed to create a shared moment that resonated both professionally and personally. “Media houses are where stories begin, and the people behind the headlines hold real influence, both in their writing and on their social channels,” said Teo. “By surprising editorial teams with playful, Minion-themed drops, we delivered a dose of unexpected joy. The kind that sparks genuine smiles and naturally gets shared.”

A quick check of F&N MAGNOLIA Malaysia's Instagram page showed that the brand's social account had also been "taken over" by Minions, with its profile picture and story highlights now filled with the beloved characters. Before Illumination's Minions came along, F&N MAGNOLIA also partnered with The Garfield Movie, to feature Garfield the cat on its cartons and giveaway merch in 2024. 

Besides the collaborations, the dairy brand had also partnered up with social media influencer and nutritionist Zhi Ling (@zhiling_nutrition) for a short-form video series on debunking milk myths. It also engaged several other content creators for the push of its 100% fresh UHT milk. 

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