BREAKFAST OF CHAMPIONS

Mission was set to launch its highly anticipated new range of Healthy Wraps, namely the Reduced Carb, Chia and Quinoa Wraps. The brand needed to connect with health enthusiasts on an emotive level.

Our unique campaign in Malaysia highlighted the new products and tied in with the importance of starting the day with a healthy breakfast. We teamed up with Malaysian champions Farah Ann and Peter Davis in a ‘Breakfast of Champions’ campaign, aimed to inspire more Malaysians to get into a winner’s mind set by giving them a glimpse of what these champions have for breakfast every day.

Malaysian Artistic Gymnast Gold Medallist, Farah Ann Abdul Hadi and Model, Actor and MMA Champion Peter Davis took the lead on the campaign by sharing their healthy breakfast favourites using the new range of Healthy Wraps on their social media. The brand was serious on getting more Malaysians to be their own champions in the kitchen and start cultivating a winner’s mindset.

Farah and Peter created 6 of their favourite breakfast recipes with Mission Healthy Wraps and shared on their social media platforms, reaching out to hundreds of thousands of followers collectively. They were then reposted on Mission’s platforms and amplified to reach more than a million people. A media launch was held with both Peter and Farah demonstrating recipes and ideas, and engaging with both traditional, digital media and other key influencers at the launch.

Similarly, Mission Foods Singapore launched an adapted “Breakfast for Champions” campaign in line with the launch of the new healthier wraps. Mission Foods Singapore adopted a more heart-warming spin, placing the spotlight on un-sung champions instead. Launching it across Father’s Day, the campaign acknowledged fathers as the unsung champions of the family.

To front the campaign, Mission Foods Singapore partnered social media personality Jasmine Tan (behind Instagram account @Stylohotmilo) and her home cook and food-loving dad, who has always been her inspiration and champion in the kitchen. The effervescent father-daughter duo created 10 unique and easy recipes that incorporated the Chia, Quinoa and Reduced Carb wraps in innovative and versatile ways.