FamilyMart Laksa Kahwin
FamilyMart Malaysia
Turning Laksa Kahwin Into a Crave-Worthy Creator Launch
Campaign Overview
Client | FamilyMart Malaysia |
Campaign | FamilyMart Laksa Kahwin |
Industry | F&B / Convenience Retail |
Campaign Period | April 2025 |
Objective | Product Awareness, Excitement & Trial |
Services | KOL Marketing, Store Visitation & Content Direction |
Platforms | Instagram, TikTok & XiaoHongShu |
Total Creators | 10 |
Creator Requirement | In-store visitation & tasting |
The Challenge
Launching a new food product is highly sensory.
Consumers want to know more than what it looks like, they want to understand the flavour, texture, portion and overall eating experience before deciding whether it is worth trying.
For the launch of FamilyMart Laksa Kahwin, the challenge was to introduce a new Oden concept that combined the bold flavours of curry laksa and asam laksa, while also communicating the different bowl combinations available.
Rather than relying on standard product announcements, the campaign needed creator content that could make the new launch feel appetising, relatable and worth a store visit.
Our Strategy
Noice developed a cross-platform creator campaign centred around real store visits and authentic tasting experiences.
A total of 10 food and lifestyle content creators visited selected FamilyMart outlets to experience Laksa Kahwin firsthand.
Creators were given room to interpret the product through their own content styles, from food reviews and casual store visits to ASMR and tasting-led formats, while consistently communicating the key campaign message.
The platform strategy was split between:
- Instagram & TikTok
For dynamic, short-form tasting content designed to create appetite appeal and social buzz. - XiaoHongShu
For more discovery-led food content, where creators could describe the flavour, different bowl combinations and overall experience in greater detail.
This allowed the campaign to introduce the same product through different content behaviours while maintaining one consistent launch message.
Campaign Execution
Creator & Platform Strategy
4 Instagram + TikTok Creators
Each creator delivered:
- 1× Instagram Reel synced to TikTok
- 1× Follow-Up Instagram Story
- 1× Store Visit
The Reels focused on the launch, tasting experience and flavour, while the follow-up Stories reinforced the product as a meal, supper or social occasion.
6 Xiaohongshu Creators
Each creator delivered:
- 1× Xiaohongshu Video
- 1× Store Visit
XiaoHongShu content leaned into product discovery, food reviews, store experience and descriptive tasting moments.
Deliverables
10 Creators
Original Content Assets
- 4 Instagram Reels
- 4 Instagram Stories
- 6 Xiaohongshu Videos
Cross-Platform Placements
- 4 TikTok synced videos
Total:
14 original creator assets
18 social placements
Content Focus
Creators were encouraged to make Laksa Kahwin feel as appetising and easy to understand as possible.
01 Introduce the New Launch
Creators highlighted the newly launched Laksa Kahwin Oden sets and introduced the fusion broth combining:
Rich curry laksa
Bold asam laksa
02 Make the Taste Come Through
Rather than simply listing ingredients, creators described their genuine tasting experience, focusing on:
- Richness of the broth
- Creamy texture
- Flavour balance
- Satisfaction from pairing it with noodles
- Overall enjoyment
Formats included food tasting, close-up shots, store visits and ASMR-style content.
03 Show There’s a Bowl for Different Cravings
Creators also introduced the different ways consumers could enjoy Laksa Kahwin:
- Snack Bowl
- Dinner Bowl
- Noodle Bowl
- Ramen Set
- Bihun Bowl
This helped position the product as suitable for different appetites and occasions, from a quick snack to a more filling meal.
From Product Launch to Craving Content
Food marketing works differently from many other categories.
You cannot let audiences physically taste the product through a screen, but you can make them imagine the experience.
For Laksa Kahwin, creators were encouraged to focus on sensory storytelling:
the slurp, the broth, the steam, the texture and the first reaction.
Instead of forcing one identical storyline across all 10 creators, different creative formats helped the same product feel fresh across platforms.
The objective was simple: Make audiences hungry enough to want to try it themselves.
Overall Campaign Performance
| Metric | Result |
|---|---|
| Total Creators | 10 |
| Combined Platform Followers | 1,019,066 |
| Total Reach | 3,176,916 |
| Total Actions | 265,732 |
| Engagement Rate | 26.08% |
| Reach Rate | 311.75% |
| Cost per Reach | RM0.007 |
The campaign report recorded more than 3.17 million total reach and 265,000 audience actions across Instagram, TikTok and XiaoHongShu.
Campaign Highlights
3.17M+
Total Reach
265K+
Total Actions
311.75%
Reach Rate
RM0.007
Cost per Reach
Standout Creator Performance
There is a very strong individual creator story here.
IG / TT @the.prettymamas
On Instagram, the creator generated:
1,002,648 plays
764,511 reach
59,073 actions
and the synced TikTok content generated:
2.4M views 2.1M reach 186,247 actions
Creator Credit: the.prettymamas (IG/TT)
FamilyMart Laksa Kahwin Campaign
Xiaohongshu Discovery
The Xiaohongshu portion also performed strongly as a group:
👥 156,552 reach
❤️ 5,570 total actions
One XHS creator, 干饭仔, generated 69,776 views and reach from an audience of only 6,841 followers, a reach rate above 1,000%.
This is another useful example of how food discovery content on XiaoHongShu can travel beyond a creator’s existing follower base.
Creator Credit: 干饭仔 (XHS)
FamilyMart Laksa Kahwin Campaign
Why This Campaign Worked
Food content performs best when it makes the audience feel something immediately.
For Laksa Kahwin, creators did more than announce a new menu item. They showed audiences what it looked like in-store, described the taste, demonstrated the different combinations and captured genuine first reactions.
By combining dynamic Instagram and TikTok content with discovery-led XiaoHongShu reviews, the campaign gave consumers multiple ways to encounter the new launch.
The in-store requirement also meant creators were documenting a real customer experience, rather than recreating the product in an artificial setting.
Together, the campaign generated more than 3.17 million reach from just 10 creators, showing how the right creator-content fit can allow a product launch to travel far beyond the creators’ own follower base.
Services Provided
- KOL Marketing
- Food & Lifestyle Creator Sourcing
- Cross-Platform Creator Strategy
- Creative Content Direction
- Store Visitation Coordination
- Campaign Management
- Content Review & Approval
- Campaign Reporting
Ready to Make Your Next Product Launch Crave-Worthy?
For F&B launches, awareness is only the beginning.
The right creator content can help audiences imagine the taste, understand the experience and give them a reason to visit the nearest outlet.
At Noice, we combine creator selection, platform strategy and real-world product experiences to turn new launches into content audiences want to watch and try for themselves.
Let’s make some Noice.