First Pride celebrates snack culture with inaugural 'Nugget o'clock' festival

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First Pride, a meat product brand under Tyson Foods, recently turned everyday snacking into a national celebration with its first-ever "Nugget o’clock" festival. Held over two days at IOI City Mall, Putrajaya from 29 to 30 November 2025, the event brought together thousands of Malaysians for games, interactive experiences, live music, and endless nuggets.

The campaign was designed to highlight how Malaysians snack throughout the day, whether at work, on the go, or between routines. “The idea came from observing everyday snacking habits and celebrating them as a joyful ritual,” said Freddie Wong, marketing director of Tyson Foods Malaysia. “Snack time can be fun anytime, anywhere, and with 'Nugget o’clock', we wanted to make that moment memorable for Malaysians.”

To bring the concept to life, First Pride partnered with VX and Obright Events to organise the "Nugget o’clock largest nugget festival", which doubled as the backdrop for a Malaysia Book of Records attempt, claiming the title for the “Most nuggets giveaway in an event".

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The event was carefully designed with multiple objectives in mind. Beyond building brand visibility, it aimed to strengthen First Pride’s engagement with Malaysians, encourage product trial, and foster a sense of community. Visitors could interact with the brand through fun activity stations, games, and sampling of different nugget flavours. A highlight was the debut performance of First Pride’s new jingle, performed live by Asyraf Nasir and his band.

“It’s always 'Nugget o’clock' with First Pride,” Wong added. “We’ll continue bringing fun, flavour, and convenience to Malaysians wherever they are.” Festival-goers enjoyed a range of experiences designed for all ages. Interactive booths offered free nugget redemption at every station, while mascots Kevin and his friends posed for photo opportunities. Attendees also got to participate in fun games and family-friendly activities, all culminating in the record-breaking moment with Malaysia Book of Records officers presenting the official certificate.

According to First Pride, the activation was about more than just giveaways, it was a way to turn individual snacking into a shared, celebratory moment. By combining sampling, engagement, and a live brand experience, the festival showcased how brands can turn everyday habits into cultural moments that resonate with consumers.

The campaign was executed in partnership with agencies Vertixal and VoxEureka (Vox Group), who helped conceptualise and deliver the festival experience. The event also reinforced First Pride’s strategy of connecting with Malaysians beyond the product itself, creating a memorable, interactive brand experience that aligns with modern lifestyle and community-driven marketing trends.

For Raya this year, First Pride brought to life its beloved chicken nugget mascot Kevin, and his new friends Kat-Su, Chee Ken, dan Drum-Mat, through 3D animation for its “Moment istimewa bersama First Pride”(‘Precious moments with First Pride’) campaign created in collaboration with Vertixal.

The campaign video embodied the joy, connection, and meaning of the Ramadan and Raya seasons. These moments— first sahur (pre-fasting meal), first iftars (break fast), first balik kampung (hometown) trip in the year, family gatherings, and shared Raya meals— become cherished memories, enriched by the ease and deliciousness First Pride brings to the table.

The campaign takes on a digital-first execution, prioritizing video storytelling and dynamic social engagement to maximise audience reach and interaction. It also features media and influencer partnerships, time-sensitive digital advertising, social media engagement, as well as a Super League 2024/25 activation.