First Pride Nugget Connoisseur

THE BRIEF
First Pride Chicken Nuggets has been Malaysia’s No.1 nugget and “secretly” knowned to be linked to the beloved McDonald’s chicken nugget. First Pride is now ready to break free from the “dupe” impression and establish itself as the nugget connoisseur, celebrated for its innovative range of flavors and products.

Achieving this requires a strategic and impactful social presence. We need to clearly communicate First Pride’s unique identity, showcasing its diverse offerings and superior quality to consumers across Malaysia.

THE CREATIVE
To forge a stronger connection with consumers, we launched a social initiative focused on bridging the gap between First Pride and its audience. This involved developing creative social content and engaging brand activations that genuinely communicated the brand’s promises.

A key element of this strategy was the introduction of our brand mascots. Tony, representing the plant-based First Pride Green Series, and Kevin, for our core First Pride products. Their interactive presence on social platforms fostered a friendly brand relationship, leading to a significant and immediate increase in brand love. This strategic approach ultimately cemented First Pride’s position as Malaysia’s No. 1 chicken nugget brand and the top market player.

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Client : Macfoods Malaysia
Year : 2022-2004
Location : Malaysia