Marrybrown goes intergalactic with new smoky cheese campaign

Malaysian fast-food brand Marrybrown is taking its fans on a cosmic adventure with the launch of its latest campaign, themed around a journey to a “cheesy planet.” The campaign introduces its new "Smoky Cheese" product line, which includes items such as the smoky cheese chicken, smoky cheese spicy chicken burger, mac 'n' cheese bowl, smoky cheese potato platter, and chocolate custard pie.

Building up anticipation with a cheeky teaser post asking fans to “watch this space” and speculating whether the moon might be made of cheese, the brand unveiled a series of galaxy-themed visuals across its social media platforms. These assets set the tone for what Marrybrown describes as an “intergalactic flavour quest.”

At the heart of the campaign is the brand’s new smoky cheese sauce, nicknamed “sos melele-top” (loosely translated as an explosive, simmering sauce), which is positioned as the star of the menu, promising a bold, flavour-packed experience that’s out of this world.

Don't miss: Marrybrown's gangjeong chicken menu brings zombies to its yard

The campaign, developed in partnership with creative agency Dentsu Malaysia, also features a brand film that transports viewers on a journey through space. In the video, fried chicken drumsticks float weightlessly before landing into a pool of molten cheese, emerging with a rich golden coating. The film’s simple yet visually arresting style reinforces the message behind the campaign — that Marrybrown’s new smoky cheese offerings are a treat worth orbiting for.

In addition to social media and in-store visuals, the campaign aims to capture imaginations with its playful concept, blending indulgent food visuals with a space-age twist that aligns with the brand’s cheeky and accessible tone.

Earlier last month, Marrybrown took an unconventional bite into pop culture with its latest marketing campaign for the return of its gangjeong chicken menu. Instead of following the well-worn K-Pop path, the brand and its agencies drew inspiration from Korea’s thriving zombie genre to create a campaign that blends horror, humour and hunger.

In teasing the return of the menu last month, Marrybrown posted an eerie video of a zombie hand rising up from the ground, holding a sign which read "I'm back". The caption read: "SSooommmeeethiiing... uuurrghhh... cooommmiiing baaackkk... to Maaaaarrryyybrooowwnnn...Cannnnn... youuuuuu... ggrruhhhsssss... whaaaat iiiittt... iiissss?". Based on our understanding of zombie language, the caption was trying to say that something was coming back to Marrybrown.

Later down the road, Marrybrown released a video, showing a hoard of "zombies" walking through IOI City Mall, Putrajaya in an activation. The video depicted an outbreak which was sparked by a "k-raving" that can only be cured by the Marrybrown gangjeong chicken. Passerbys' reactions were also caught on camera, looking confused and concerned at the sight of the zombies.

For Raya earlier this year, Marrybrown reintroduced its Riang Ramadan Raya menu, featuring its signature ayam penyet sambal sauce (smashed chicken in chilli), ayam penyet burger, strawberry custard pie, and the fried chicken MB meriah bucket.

As a part of the announcement, Dentsu Creative Malaysia released three bite-sized short episodes, to highlight Malaysians’ love for spicy foods. The films take a comedic and fast-paced approach, designed to drive engagement across social media.

The halal quick-service restaurant has also committed to opening over 40 outlets throughout Malaysia, in addition to its existing 500 outlets locally and abroad. Marrybrown currently employs more than 10,000 employees. The future opening of these outlets will bolster the local economy by creating business opportunities for suppliers and through the further creation of 1,000 jobs across towns and small cities across Malaysia.

Speaking at Marrybrown’s Molek Bersama event in Kelantan, the brand's CEO, Daniel Lek Seong Chan said: “We attribute our success to the tremendous support we receive from local communities, who not only patronise our outlets but also serve as dedicated employees of Marrybrown. This event is a small gesture of our appreciation towards their loyalty and service.”

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