Ogilvy PR makes Malaysia the hottest, most talked about cuisine in Australia

Ogilvy Public Relations’ consumer PR agency, Pulse Communications, helped to put Malaysian cuisine on the map when it recently launched Malaysia Kitchen Australia, transforming Sydney’s State Theatre Laneway into Australia’s first ever Malaysia Kitchen Food Market.

Malaysia Kitchen is an initiative from the Malaysian External Trade Development Corporation (MATRADE), and aims to increase Australians’ awareness of Malaysian cooking and encourage them to experience the diverse tastes of Malaysian cuisine in restaurants across the country. It follows the successful roll out of Malaysia Kitchen in London and New York.

The Malaysia Kitchen Food Market was a contemporary take on a Malaysian hawker-style market and featured long dining tables, where guests were seated to experience a tasting plate of authentic Malaysian dishes from some of Sydney’s finest Malaysian restaurants including Chinta Ria and Mamak[i].

Interest in the contemporary hawker-style event was much higher than anticipated with over 1,300 guests attending, completely selling out for both lunch and dinner sessions for the four days Malaysia Kitchen Food Market was open in February.

Over 16 million Australians heard about the campaign via a tailored PR program which included over 8o pieces of editorial coverage including The Morning Show, Sydney Morning Herald, MX and News Limited online.

A social media campaign saw key bloggers such as Helen Yee of Grab Your Fork and Jennifer Lam of Jenius encourage Sydney-siders to visit the food market, and start a discussion around Malaysia cuisine.

Matt Buchanan, Managing Director of Pulse Communications said: “We are thrilled with the success of the launch of Malaysia Kitchen Australia, and the positive response to Australia’s first Malaysian Food Market.  The popularity of the event completely surpassed our expectations and it was amazing to see how many Sydney-siders were willing to queue to experience a taste of Malaysia. The results demonstrate the strength of a truly integrated PR and social media campaign to drive consumer engagement.”

Australians can continue to engage in Malaysia Kitchen Australia, by visiting the dedicated Malaysia Kitchen website, www.malaysiakitchen.com.au which provides information on Malaysian cuisine, recipes, chef profiles and tips and events taking place across the country.

For more information and images, please contact Lyndsey Gordon at Pulse Communications on 02 8281 3839 / Lyndsey@pulsecom.com.au

[i] Malaysia Kitchen Food Market participating restaurants included:

  • Chinta Ria, Temple of Love
  • Mamak
  • Sambal
  • Jackie M
  • Kuali Malaysian Restaurant
  • Malacca Straits on Broadway
  • Kaki Lima
  • Jimmy’s Recipe