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Malaysian chilled dairy brand Lactel has awarded social duties to Kingdom Digital. The news follows a competitive pitch that took place in June.

The agency will head up the account for one year beginning this month.

“We’re focused on building trust with our consumers. There’s a need to increase regional brand awareness for our growing portfolio of top-quality products. Through Kingdom Digital’s social media strategy, we believe we can connect with consumers organically and make meaningful impact as a lifestyle brand,” said a statement from Lactel.

“Their consumer-centric and lifestyle-driven content strategy fit the kind of messaging we sought to put forward. Rather than a promotional or hard-sell approach, we aim to provide value in what is an integral part of our consumer’s everyday life — food.”

The agency’s main objectives include increasing social media engagement and spreading awareness about the credibility and heritage of Lactel as a leading milk brand.

“Our consumer insights showed that yogurt plays multiple roles within the consumer’s lifestyle. Whether for the sake of health, satisfying a craving, or experimenting with recipes, it’s a versatile pantry item,” added Mior Anwar, Kingdom Digital’s Strategic Planner.

“Due to that, we wanted to emphasise how Lactel combines healthy goodness with convenience, making it a marvel addition to any meal, for any palate.”


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