Lactel and THE SHOUT GROUP bring togetherness and wellness to 2026 festive season

In a nation rich with cultural and religious festivities, it’s no surprise that Malaysians embrace goodness – spiritually, culturally, and literally. With two major occasions in 2026 occurring back-to-back (Chinese New Year and Ramadan Raya), Lactel is perfectly positioned to connect the celebrations as a symbol of togetherness, inclusivity, and goodness.

In partnership with creative agency THE SHOUT GROUP (FCB SHOUT), Lactel has launched the campaign “Kebaikan Digemari Rakyat Malaysia (Goodness That Malaysians Love)” – a love letter to Lactel’s yogurt and yogurt drinks, highlighting the role they play in bringing goodness to the tables and tummies of Malaysians during the festive season.

“Goodness has always been an essential part of Malaysian cultural and religious celebrations,” said Joselynn Lim, Head of Marketing at Lactalis Malaysia. “Besides the emotional goodness, Malaysians also enjoy the functional goodness in the festive-specific treats, snacks, and meals. Our products offer nutritious, refreshing, and tummy‑friendly choices for every festive moment, allowing consumers to enjoy the goodness of Lactel while maintaining their wellness throughout the festive season. Together with our agency partner THE SHOUT GROUP, we’re meeting goodness with goodness!”

“Every brand approaches festive in their own way,” said Syahriza Badron, Managing Director at THE SHOUT GROUP. “Some brands tell emotional stories, others challenge their audience to reframe the way they celebrate. But sometimes, a simpler approach is the most effective. In Lactel’s festive campaign, the product itself takes centerstage, showing how goodness, metaphorical and literal, is the beating heart of every festive moment. And that’s what makes Malaysian celebrations special!”

The campaign launched with two films for Chinese New Year and Ramadan, depicting how Lactel is the goodness behind the small gestures and interactions during the festive season.

Complementing the films are three Lactel‑inspired festive recipes – Yee Sang, Bergedil Kentang, and Ketam Masak Lemak – specially created by Lactel’s in-house chef for Malaysians to try at home.

The goodness-filled campaign went live from 2 February 2026 onwards across digital, trade, and social channels. A KOL campaign was also activated to amplify the recipe creations and share the message of healthy, wholesome cooking for loved ones. On-ground, Lactel further engaged consumers by sharing these recipes through sampling activities and mini roadshows. From screen to on-ground, this seamless experience reinforces consumers’ impression and confidence that Lactel truly delivers “Goodness that Malaysians Love.”

Credits
Title: “Goodness that Malaysians Love.”
Lactalis Trading Malaysia
Head of Marketing & Innovation: Joselynn Lim
Brand Manager: Carren Khor
Senior Brand Executive: Ye Vonne

Agency: THE SHOUT GROUP (FCB SHOUT)
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Associate Creative Director: Chung Ru Zen
Senior Art Director: Wai Kwan
Senior Designer: Aduan Fadhli
Senior Copywriter: Ching Sin Wong
Vernacular Writer: Zaffira Zakuan
Creative Strategist: Mandy Chock
Senior Brand Manager: Jane Leong
Brand Manager: Nadhira Murad
Senior Brand Executive: Iffah Fahmi

Production House: KDCo.
Film Director/DOP: Saifful Shah
Executive Producer: Effendy Harjoh
Producer: Syamimi Ali
Production Manager: Syazwani Ishak
Food Stylist: Kevin
Offline Editor/ Online Artist: Max Phang
Post House: Max Fx Studio
Colorist: Hafizil

Audio House: Crosstown Connection
Producer: Ananth
Sound Engineer: Barnabas
VO Talents: Jojie