QBB leans into heritage with Raya push on generational trust

Lactalis Trading Malaysia has teamed up with The Shout Group this Hari Raya to reinforce the enduring role of QBB Pure Ghee in Malaysian kitchens, with a new campaign titled “QBB – Pilihan dipercayai sepanjang generasi” (‘The trusted choice for generations’).

Built around QBB’s heritage as a household staple since 1925, the campaign spotlights the role of trusted ingredients in preserving flavours, traditions and family bonds, particularly during Ramadan and Raya, when ghee remains a key component in festive dishes such as nasi minyak, rendang and kuih raya.

The push comes amid growing competition within the ghee category, as lower-cost blended alternatives continue to enter the market. Against this backdrop, QBB is doubling down on its positioning as a pure ghee made from 100% milk fat, highlighting its richer aroma and fuller taste as differentiators that have stood the test of time across generations.

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The campaign, created in partnership with THE SHOUT GROUP, is rolled out as a 360-degree effort, spanning film, visuals and on-ground activations aimed at connecting with Malay households during the festive period. At its core is a focus on generational trust, positioning QBB not just as an ingredient, but as a constant presence in family kitchens over the years.

As part of the initiative, QBB has also launched the “Cook with QBB” contest, inviting Malaysians to recreate their favourite festive dishes using the brand’s ghee and share their recipes online. Ten finalists will be shortlisted to compete in a live cooking showdown in April 2026, with prizes worth up to RM22,000 and the opportunity to have their recipes featured on QBB’s official website.

Speaking about the campaign, Joselynn Lim, head of marketing and innovation, Lactalis Trading Malaysia, said: “The idea is rooted in a real consumer insight: when it comes to food, especially during Ramadan and Raya, trust is built over generations. This campaign allows us to reconnect with families by reminding them what sets pure ghee apart, and why QBB Pure Ghee has remained a staple in Malaysian homes for nearly a century."

From the agency’s perspective, the campaign was shaped by an understanding of how festive cooking is deeply emotional and intergenerational. Syahriza Badron, managing director of THE SHOUT GROUP explained: “When we looked at the category, we realised the challenge wasn’t just about price or preference, it was about education and emotional reassurance. Many people grew up watching their parents and grandparents cook with QBB Pure Ghee, but over time, that trust has been diluted by newer, cheaper alternatives." 

Their approach was to bring the conversation back to what truly matters this festive period. "And that is the dishes we cook for the people we love, and the ingredients we choose with confidence. By anchoring the idea in generational trust, we were able to position QBB Pure Ghee not just as a product, but as a constant that has quietly stood the test of time," added Syahriza. 

The campaign will run throughout the Ramadan and Hari Raya period across multiple touchpoints.

Another brand looking to be at the centre of households this Raya, is Yeo's Malaysia, with its Ramadan and Raya 2026 campaign titled “Sepenuh jag, sepenuh kebaikan” (A jug full of goodness).

The campaign film follows Alya, a young woman experiencing her first Ramadan without her late grandmother, and explores how memories and traditions can be rekindled through small, meaningful gestures. At the heart of the narrative is a simple household object — a jug once filled with Yeo’s drinks during family gatherings.

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