Submitted by SushiVid

Marrybrown Egg-Stra Ong CNY Paired Instagram Reels Reviews

Influencer Marketing

SushiVid paired 11 KOLs to film joint Instagram Reels reviewing Marrybrown's Egg-Stra Ong Salted Egg range for Chinese New Year, which the agency reports reached 26K people.

26KReach

Case in 60 seconds

Marrybrown is a local Malaysian fast-food chain with a predominantly Malay customer base, so winning over Chinese diners at Chinese New Year was a cultural problem rather than a promotional one for a brand rarely seen as theirs.

The campaign turns on how Chinese diners already experience the festival, because salted egg is a much-loved flavour in Chinese cuisine and Chinese New Year is a celebration of family and friends, so SushiVid treats shared eating as the signal of belonging.

SushiVid built the work around togetherness, presenting Marrybrown as a place where friends gather over the limited-time Egg-Stra Ong Salted Egg range rather than as another outlet promoting a seasonal menu item.

SushiVid paired 11 KOLs to film joint Instagram Reels reviewing the Egg-Stra Ong Salted Egg range during Chinese New Year, with each pair visiting their nearest Marrybrown outlet to shoot, which kept production light and the store visits real.

SushiVid reports that the paired-review format reached 26,000 people, giving the limited-edition range festive-season visibility and putting the Malay-centric brand in front of a Chinese audience during Chinese New Year.

Strategy Breakdown

Chinese diners in Malaysia, a community outside Marrybrown's predominantly Malay customer base, reached during Chinese New Year.
Chinese New Year is the most important moment of the year for the audience Marrybrown wanted, while the brand is Malay-centric, so the page frames the task as earning relevance at that moment rather than simply promoting a menu item.
Marrybrown competes as a local fast-food chain with KFC named as its biggest rival, and its outlet locations have given it a predominantly Malay customer base that a seasonal menu alone would not widen.
The page positions Marrybrown as a place where friends and family gather over a meal, which the paired Instagram Reels format expresses through friends eating together at real outlets.
SushiVid says friends eating together is how people actually experience a meal out, so the paired format mirrors real dining behaviour rather than the solo reviewer convention of food content.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • SushiVid

Results & Evidence

MetricValue
Reach26K people
KOLs11 KOLs

Why SushiVid's strategy worked

  1. 1

    A brand reaching a new community gains more from a product that already carries cultural meaning for that community, such as salted egg at Chinese New Year, than from translating its existing message into new words.

  2. 2

    Pairing creators to eat together rather than review alone turns a food review into a depiction of the occasion itself, which lets the format carry the festive value of togetherness without stating it.

  3. 3

    A wide outlet footprint lets creators shoot at their nearest branch, so the content shows real visits to real stores while production stays simple and the cost of each piece stays low.

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