PETALING JAYA: First, there was “Ingat Santan, Ingat Kara”. This week, on digital billboards around the Klang Valley, M&S Food has a cheeky comeback playing right after it: “Guna Santan, Guna M&S”.
It’s good-natured banter between brands, and a fitting one, since santan has always been something Malaysians love to have a friendly debate over. The recipe calls for one cup, Mum insists on just a dash more to make it “secukup rasa”, while your instincts scream “cukup”!
That very Malaysian dilemma sits at the heart of M&S Food’s latest campaign, on display from Oct 22-28.
The digital out-of-home (DOOH) creative skips the usual glossy food advertising for something cheekier and more relatable - a playful twist that anyone who has hesitated over “just a little bit more” coconut milk in their cooking will immediately recognise.
Instead of lecturing audiences on product features, the billboards join a conversation Malaysians have probably been having for generations: when it comes to santan, how much is too much?
More than just an ingredient
For Malaysians, santan can be as much about memory as it is about cooking. It’s the fragrance of nasi lemak in the morning, the richness of curries simmering ahead of a festive open house, the silky body of a good curry mee, or the aroma that tells the family dinner is almost ready.
And then there are the signature snacks and desserts: seri muka, kuih lapis, cendol - santan, santan and more santan. It holds together a huge part of the country’s food culture, which is perhaps exactly why it is so easy to take for granted.
Motorists on the MRR2, commuters passing through Kota Damansara, and shoppers at Aeon Mall Metro Prima in Kepong may already have caught a glimpse of M&S Food’s playful response to Kara’s billboard ads.
The brand behind the campaign is based in Ipoh, with its identity reflected in the initials of its name: "Malaysia", a nod to its origins, and "Santan", the ingredient at the heart of its business.
That local grounding shows in the campaign’s tone, with the brand choosing to speak the way Malaysians actually talk about food. There’s something refreshing about a food brand that doesn’t take itself too seriously.
A witty line on a billboard can do what a hard sell cannot: put a smile on the face of someone waiting at a red light, prompt a nudge to a passenger, or earn a quick snap for the WhatsApp group chat.
For a staple that has been sitting in Malaysian kitchens for generations, this moment in the spotlight feels long overdue.
So, the next time the recipe says "cukup" but your hand reaches for a little "lebih", remember: it’s not just a cooking decision - it’s a Malaysian family debate.