MILO Breakfast Challenge

Health problems due to lack of right nutrition and exercise are growing among Malaysian children and adults as lifestyle routines get busier and challenging. Despite knowing the importance of breakfast towards an individual’s day – missing the meal or eating unhealthily is common. MILO®, a 60 year-old brand in Malaysia, saw this as a strong market differentiator to be relevant in a competitive space full of nutrition messages.

The MILO Breakfast Movement was conceptualized in the 2nd year with the goals to convert knowledge into actions and transform target audiences into custodians for stronger credibility by using key relevant touch points that speak directly to our audiences. To do so, an integrated campaign strategy was formed using media relations, stakeholder partnerships, events, social media, influencers and more.

The results were overwhelming, with the campaign receiving more than 110,000 pledges to support the MILO Breakfast Movement cause, and 15,000 Malaysians participating in the first Malaysia Breakfast Day.