KUALA LUMPUR, 05 April 2021 – As our country prepares itself for another Ramadan and Raya amidst the COVID-19 pandemic, Cadbury Dairy Milk, the leading confectionery brand under Mondelēz International aspires to amplify the tradition of giving by adapting and demonstrating that generosity can be exemplified through the simplest of acts such as baking.
This Ramadan, Cadbury Dairy Milk calls all Malaysians to bake from the heart and contribute to communities in need with a campaign aptly themed Kuih Raya Dari Hati. Together with a local baker, Cadbury Dairy Milk is sharing an array of appetising recipes, showcasing unique flavours such as, Chocolate Cake Batik, Cadbury Cheese Biscuits, Cadbury Almond London and Cadbury Chocolate Tarts, all with the signature taste and chocolatey smoothness of Cadbury Dairy Milk.
While the pandemic has affected the livelihoods of many lower-income households and increased their struggle to make ends meet, many Malaysians have risen above the challenge and extended their support to those in need. Inspired by this good example and motivated by the Cadbury Dairy Milk brand purpose of generosity, as well as Mondelez International’s value and culture of Diversity and Inclusion that aims to empower people and communities, the campaign was conceptualised in collaboration with Food Aid Foundation, a non-profit organization that focuses its efforts on distributing food and essential items to the community in need.
Cadbury Dairy Milk invites Malaysians to bake the best out of this situation by simply making any kuih Raya with Cadbury Dairy Milk chocolate. The steps to participate are as follows:
- Get creative with your own creation or try these unique Kuih Raya recipes that Cadbury Dairy Milk have curated. It is simple enough for anyone to recreate and achieve delicious results. Visit resipiraya.cadburyoreo.com.my to check out an assortment of Raya cookies and treats!
- Share these delectable baked goods on social media while tagging @Cadbury_MY and including the hashtag #KuihRayaDariHati
- Feel good knowing that your baked goods resulted in even more goodness as Cadbury Dairy Milk will make a donation to the beneficiaries in need, with each submitted post.* Food Aid Foundation will deliver a special Raya celebration care pack that consists of essential items, duit raya and homemade Cadbury Dairy Milk Kuih Raya to the beneficiary families.
“Malaysians have continuously shown their inherent generosity especially during the holy months of Ramadan and Raya. With this in mind, we feel that it is the perfect occasion to introduce our #KuihRayaDariHati initiative, in an effort to bring Malaysians together. We hope to pave the way for our consumers to carry out simple and meaningful acts through the delight of baking with Cadbury Dairy Milk and contribute towards supporting the communities in need. On top of that, the festive season is also an ideal occasion to encourage everyone to snack mindfully, balancing the indulgent treats with wholesome bites,” shared James Kane, Managing Director of Mondelēz International, Malaysia and Singapore.
In addition to encouraging Malaysians to be part of this effort, Cadbury Dairy Milk has also partnered with 99 Speedmart®, the popular chain of mini markets across Malaysia, who also share in the confectionery brand’s values of generosity and supporting local communities. Mondelēz International (Malaysia) has pledged to contribute an additional RM0.50 to Food Aid Foundation with every purchase of one (1) Cadbury Dairy Milk share bag and one (1) OREO packet 133g (any variation) at any 99 Speedmart®.
In the spirit of sharing, Cadbury Dairy Milk invites Malaysian to recreate some simple yet delicious kuih Raya with Cadbury Dairy Milk this season. Keep your eyes peeled for Cadbury Dairy Milk (160g) and Cadbury Dairy Milk Neap Jars that are available in all major Hypermarkets and Supermarkets.
For more information on Cadbury Dairy Milk Malaysia, check out the Facebook page at https://www.facebook.com/CadburyMalaysia..
*Subject to public posts on Instagram only. This initiative is only available until 12th May 2021.
Download the full press kit here!