Secret Recipe aims to “Make life sweeter” with new year-end campaign

Local cake and café chain Secret Recipe is spreading sweetness this year-end with its “Make life sweeter” campaign, offering Malaysians more reasons to celebrate life’s simple joys.

The campaign encourages customers to embrace everyday moments with a slice of cake, beyond traditional celebrations such as birthdays or anniversaries. With over 28 years in the market and more than 365 outlets nationwide, Secret Recipe aims to create a space where people can connect over meals and desserts.

“Whether you’re on the hunt for a place to fill your tummy or finding solace to get work done, life can always be made sweeter with a visit to Secret Recipe,” said Patrick Sim, group chief executive officer. “With that, we want to reignite Malaysians’ love for good food and delicious desserts, and transform that love into moments of indulgence at Secret Recipe."

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To complement the campaign, Secret Recipe has launched two limited-time dine-in deals, they include Set Chill: Two cake slices and two drinks, ideal for a casual catch-up or afternoon break. And the next is Set Santai: One cake slice and one main course, perfect for a solo treat, featuring dishes such as Curry Mee, Thai Style Fried Rice with Grilled Mackerel, and Shrimp Aglio Olio.

For home dining, the brand offers Set Besties (two cake slices and two drinks) and Set Tenang (one main course and one slice of cake) via GrabFood.

Adding a new twist to its dessert lineup, Secret Recipe has unveiled the Thai milk tea cake, layered with tea-infused sponge, mascarpone cream, and chantilly cream, finished with a thin Thai tea glaze.

From 1 December 2025 to 31 January 2026, each purchase of a Thai Milk Tea cake slice gives customers the chance to win return flights to Thailand, with three grand prizes of RM3,000 travel vouchers up for grabs. Additional consolation prizes include RM200 Secret Recipe cash vouchers.

With its campaign, Secret Recipe is aiming to remind Malaysians that joy doesn’t need a special occasion, because sometimes, all it takes is a slice of cake to make life sweeter.

For its anniversary earlier this year, Secret Recipe teamed up with homegrown cat character Bichi Mao for a three-month campaign, designed to appeal to both loyal customers and a younger audience increasingly drawn to character IPs and lifestyle storytelling. It also reflects Secret Recipe’s strategy to inject local flair into its branding while deepening emotional engagement across different generations of Malaysian diners.

This campaign was developed before the departure of its head of marketing Evelyn Lee who had spent 10 years with the iconic homegrown cake brand. Lee began her journey with Secret Recipe in 2015 as a marketing manager before working her way up to becoming a senior marketing manager, then was subsequently made head of marketing in 2022.

She has joined Subway Malaysia as its new marketing director, to lead Subway’s efforts to strengthen its local market leadership while deepening consumer relevance through digital innovation and locally inspired campaigns. 

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