With the holy month of Ramadan around the corner, World’s No.1 Oats Brand* Quaker Oats – has embarked on an exciting campaign to reach out to Malaysians, showcasing the benefits of Oats; this highly versatile “super grain”, especially during the fasting month.
The month-long “Rasa Sayang, Rasa Kuat” campaign will highlight the nutritional value of oats, with its content of fibre, protein, beta glucan, and important vitamins and minerals particularly iron which plays a role in our bodies to support immunity, which is important for those observing the annual fast.
The campaign also aims to showcase how observers of the fast can optimise the benefits of this “super-grain’ as they go through their weekly journey of fasting by using it in creative culinary ways to make it a part of their daily diet during Sahur and Iftar
“We are certainly pleased to embark on this truly meaningful campaign during the fasting month. The ‘Rasa Sayang, Rasa Kuat’ campaign not only seeks to actively engage with those observing the fast, but also serves as a pillar of support to encourage them, by providing useful and practical insights into enjoying the goodness of Oats during this period,” said Melinda Ong, Marketing Manager of Quaker Malaysia.
Elaborating on the nutritional aspects of oats, Dr. Kit Phanvijhitsiri, R&D and Life Sciences Manager of PepsiCo Asia said, “Our diet plays a vital role in ensuring the positive functionality of our daily needs. While the natural source of Iron in Oats support immunity, the high fiber content in oats enables those fasting to stay full longer while providing them with available energy. It is truly such an amazing gift of nature that can be celebrated with the entire family. This is why we have embarked on the “Raya Sayang, Rasa Kuat” campaign to not only showcase the amazing benefits of oats, but also to showcase how excitingly versatile this grain is to be used to supplement our diet in so many tantalizing ways.”
To achieve the objectives of the “Rasa Sayang, Rasa Kuat” campaign, Quaker Oats has teamed up with celebrated chef Anis Nabilah. Besides being a culinary expert for over 14 years with more than 50 TV appearances, this highly sought-after chef is known for her “nothing is impossible” approach to cooking and nutrition. With a passion for culinary arts and mission to empower just about anyone to be a culinary master, Chef Anis is known for her “new age” cooking skills, with an emphasis on Asian-influenced cooking styles and methodology.
The “Rasa Sayang, Rasa Kuat” campaign will feature Chef Anis Nabilah in a series of four carefully planned and curated webisodes, which will air over a period of four weeks over the month of Ramadan. Each weekly episode will feature Chef Anis with a notable Malaysian influencer. Combining their expertise, Anis and each influencer will discuss specific challenges and needs related to each week of the fasting month, as well as showcase a simple but tantalizing recipe each week; all featuring one star ingredient – Quaker Oats!
The four episodes will be featured as follows:
WEEK FEATURED TOPIC FEATURED INFLUENCER
1 Diet and nutrition while fasting Sazzy Falak
2 Fitness and wellness while fasting Nana al-Haleq
3 Staying strong during Ramadan Atita Haris
4 Feeling and looking great while gearing up towards Raya Elcah Hashah
“I am truly excited to embark on this very meaningful campaign with Quaker Oats. What I can divulge now is that each webisode is going to be super insightful, featuring one recipe every week using the highly versatile ingredient of oats. Viewers will discover amazing ways to use oats to prepare some amazing meals. You really don’t want to miss out on these recipes, which are wholesome as they are scrumptious and delicious. The best part is that they will be easy to make, using oats and other ingredients which can be found in the kitchen, making them perfect for sahur and buka puasa. Moreover, the discussions on various topics with the guest influencers will provide viewers with insights into common challenges over each week leading up to Hari Raya Aidilfitri,” said Chef Anis Nabilah.
Mark your calendars today and catch the “Rasa Sayang, Rasa Kuat” webisodes on Quaker Malaysia’s Youtube channel: https://bit.ly/3rWaTnq or Quaker Malaysia’s Facebook: https://www.facebook.com/QuakerMalaysia.
*Source Euromonitor International Limited; Packaged Food 2021 edition, as per hot cereals definition, retail value sales; rsp, all retail channels, 2020 data.