Ayam Brand™ is celebrating 125 years of being part of the South East Asian region, and especially Malaysia. The brand announced the theme of ‘We Care, We Are Family’ to mark its quasquicentennial milestone.
Established in 1892, Ayam Brand™ is easily recognized by its rooster or ‘Ayam’ logo. It is one of the oldest continuously produced consumer brands in Asia with offices in Malaysia, Singapore, Hong Kong, Thailand, Australia, China, France and Japan and is available in more than 30 countries, worldwide.
Today, Ayam Brand™ produces over 60 million cans annually. Famed for its wide range of high quality, no-added preservative and no added MSG, healthy and convenient canned food, the brand is a household name in Malaysia and in much of the South East Asian region.
Growing up, many of us would remember the familiar red and yellow can with the proud rooster of Ayam Brand ™ sardines, that was a staple for a quick and satisfying meal, and a firm favorite for sardine sandwiches and sardine puffs for picnics and parties. Ayam Brand™ was and continues to be an important part of many Malaysian families’ fondest memories, and an important part of their daily culinary lives.
Ayam Brand™ has come a long way from its early beginnings as a specialist in sardines and mackerel. It now has a much more extensive range that encompasses tuna, cuttlefish, coconut milk, baked beans, green peas, fruits and desserts with more than 300 store keeping units (SKUs) from combined markets across the region, while still being synonymous with its sardine and mackerel products.
After 125 years, Ayam Brand™ understands fully that its family of users want ready-to-eat convenience, quick and easy meals, and superior taste; without added preservatives or added MSG. This is why many Malaysians turn to Ayam Brand™ to create meals for everyday and for special occasions either from treasured family recipes or from the brand’s wide library of video, online and print recipes.
Ayam Brand™ products are certified ‘Halal’ giving Muslim consumers full peace of mind in consuming them. Innovation keeps Ayam Brand™ current, fresh and delighting new generations of fans. Being ahead of the curve, Ayam Brand™ has on-going efforts to provide healthier options with reduced sugar, fat and sodium content via its ‘Lite’ range, a growing organic selection, variants that suit a plethora of taste from mild to super spicy, while innovating in terms of packaging.
To celebrate the 125th anniversary, consumers will be further informed on the health benefits of Ayam Brand™ key products through print media advertisement, radio commercial, social media engagement and from its website from time to time. Consumers also can see promotions in conjunction with the product of the month as well. Meanwhile, they can be among the first to taste Ayam Brand™ new products through sampling activity at selected outlets.
Ayam Brand™’s Marketing Manager, Mr. Nicholas Nyeow, Ayam Brand™ said that the brand’s longevity was a testament to the close relationship consumers have developed with it over the years, built on trust, innovation, commitment to quality and a shared history of memories.
“For many customers only Ayam Brand™ will do, they won’t choose any other brand. The Ayam Brand™ family recognizes quality, taste and innovation. In return the brand gives them the assurance of healthier food choices, quick and convenient to prepare, without added preservatives or MSG. Over the years, we have built up a high level of trust, by staying true to the founding principles of the company, while innovating in products, packaging and services. We care for our consumers, because to us, they are family. Likewise, they share Ayam Brand™ products with their families, because they care. It is a cycle that we are proud to be part of for the past 125 years,”Mr Nyeow said.
He noted that Ayam Brand™ 125th anniversary coincides with the 60th Merdeka Day and the Lunar Year of The Rooster, adding even more significance to the milestone.
“Malaysia has from the time it was the Federation of Malay States, been our heartland. Even our name ‘Ayam’, is the Malay word for rooster. Malaysians have grown up with Ayam Brand™ for at least five generations – we’ve definitely become part of the family over this time, sharing in the celebrations, and the lean times too! That this milestone coincides with the Lunar Year of the Rooster makes it even more prosperous and symbolic!” Mr Nyeow added.
Aside from winning the hearts of Malaysian consumers, Ayam Brand™ also won numerous prestigious recognition over the years. The brand is placed in top 10 for past three consecutive years in 2013, 2014 and 2015 as Malaysia’s most chosen FMCG brand ranking list according to Kantar World panel's Brand Footprint Study.