Leo Burnett Malaysia has released a new campaign to address the nutritional gap experienced by Malaysians across the country.
According to the 2nd Southeast Asian Nutrition Survey (SEANUTS II), Malaysia is going through an invisible epidemic with 1 in 3 children not having breakfast daily, and over 20% at risk of stunted growth. This is further exacerbated by the national egg shortage. Which means that Malaysians are more likely to be missing out on daily protein needs – in addition to calcium and vitamin D.
Hence, CartonSwap. A pop-up store that allows anyone to exchange empty egg cartons for a free carton of milk of Dutch Lady milk. Thus, providing families with unexpected support while also highlighting the little-known fact that milk also is an excellent source of protein.
Neil Hudspeth, CEO of Publicis Groupe Malaysia and Global Client Leader – Asia Pacific, said, “As the country faces unprecedented times, it calls for innovative and unique solutions to help Malaysians stay nourished and healthy at all times. I’m delighted that through our continued collaboration and belief that great work delivers impactful business solutions, we are excited this CartonSwap initiative will help keep Malaysians optimally nourished throughout this egg-ache.”
The first CartonSwap pop-up took place from 25th to 27th November at Mydin Subang Jaya, Selangor.