Naturel CNY 2027 · Brand communication proposal
A brand film about the year a daughter takes over the reunion dinner, a long-term tagline Naturel can own, and two ways to deliver it within RM250,000. Built for Lam Soon's 2027 brief by Steppe Creative Agency.
Drag the bottle to pour. Care you can taste, one drop at a time.
01 · What the brief is really saying
Every oil claims it, seed-oil scepticism has made it suspect, and when the only reason a loyal user gives is "it's healthy", there is nothing to repeat to a friend. The five challenges in the brief are symptoms of one gap: no emotional territory.
The shopper's maths today. Naturel cannot win that comparison on volume, so the campaign changes what is being compared.
Compared per kg, Naturel loses. Compare per family, it wins.
Omega 3 & 6 and Vitamin E are stated, never translated into "why for me".
2019 (rivalry) and 2022 (guilt). The mother must never be in the wrong.
Ask a user why Naturel and the answer is "healthy". That is not a story.
Silence online reads as guilt. Calm facts, confident voice.
"Join the Naturel Living" names a programme, not a feeling.
02 · Inside the bottle
Switch SKUs, tap a hotspot on the bottle to see what it means for a family, and drag the heat slider to see why "light oil" and "frying" are not a contradiction.
The best of both: canola brings Omega-3, sunflower brings Omega-6, blended in balance. Malaysia's No. 1 soft oil since 1993.
Gentle heat. Sautéing vegetables; the oil carries the flavour of the garlic, not its own.
03 · The value reframe
Move the slider to see how the premium looks when it is measured per week instead of per bottle. The kopi figure is illustrative; we will replace it with Lam Soon's household-usage data before any copy goes live.
Mainstream 3kg-equivalent shown as RM21.60, derived from the brief's RM36 for 5kg comparison.
Premium per week
About the price of ☕ one kopi a week for Omega 3 & 6, Vitamin E and a cholesterol-free oil in every stir-fry.
The line the sales team gets: "What is one kopi a week worth to the people you cook for?"
04 · The emotional territory and the line
Love in Malaysian families is rarely spoken. It is cooked, served and quietly chosen. Oil is the one ingredient nobody sees, which makes choosing a better one the purest act of care. Knife owns family happiness, Antabax the Malaysian spirit, Labour good deeds. Naturel owns care through choice.
Recommended long-term tagline
RTB and emotion in four words. Works as a hashtag and as a call to action.
今年，换我来 is the 2027 festive hook. The tagline is the permanent sign-off. Next year the hook changes; the sign-off never does.
The Lam Soon "Feel Good" family. Naturel finally gets its own value.
Brand journey: the fourth step
05 · The big idea and the brand film
Every Chinese family has the year the reunion dinner changes hands. The film is about that year. Succession, not sacrifice: a daughter honours her mother's recipes and quietly makes one better choice. Click a scene or press play.
06 · Mum's recipe, my oil
This is the social mechanic in miniature: Mum's recipe, kept exactly, with one better choice. It becomes an Instagram filter and a TikTok template during the campaign.
On phones, tap an ingredient to add it.
07 · The 360° scope, in depth
The brief lists five capabilities. This chapter shows how each one works for Naturel in practice: what we make, how we decide, and how it is run week by week. Pick a service.
Strategic brand thinking is the job, not an add-on. We run every campaign through the STEPPE Method, six steps that turn a business problem (RM36 buys 3kg or 5kg) into a brand idea people repeat. Below is what each step produced for Naturel, and how one idea radiates to every touchpoint. Hover a node.
Territory (care you can taste) + tagline (Choose Better, Love Better) + visual system (gold oil, green, the family wok). Never changes between festivals.
CNY 2027 hook 今年，换我来. Raya 2027: a son hosts his first open house (Tahun ini, biar saya). Deepavali: same structure. The hook changes; the sign-off never does.
Naturel Facts (product education), Mum's recipe my oil (recipes), Kitchen moments (UGC). Runs 52 weeks so the brand is not silent between festivals.
From a line in a brief to a film on 6 January, in ten steps. Our Creative Director and DOP are in-house, so script, storyboard and shoot stay in one room. Click a step for what happens, who signs off and how long it takes.
| Cut | YouTube | TikTok | Retail / event screens | ||
|---|---|---|---|---|---|
| Full film 8–10 min | |||||
| 60s hero cut | |||||
| 30s / 15s | |||||
| 6s bumper | |||||
| 9:16 verticals (scenes 3, 5) | |||||
| Teasers ×2 (15s) | |||||
| BTS + cast interviews |
Green: planned. Gold: YouTube Shorts, optional. Every cut carries the super 今年，换我来 and the sign-off; the 6s bumper carries only the bottle, the wok and the tagline.
Content is planned as a system, not a list of posts. Four pillars with a fixed mix, a six-week calendar across Facebook, Instagram and TikTok, and a format for each. Tap a pillar or a calendar chip to see the actual post.
今年年夜饭，换我来。🥢 妈妈的食谱，一样不改。只有一样，我悄悄换了。 Watch the full film (link in bio) and tell us: what will YOU take over for your family this year? #今年换我来 #ThisYearLetMe #Naturel #ChooseBetterLoveBetter Posting: 6 Jan 2027, 8:00pm (post-dinner scroll peak). Boost: RM3,000 day one.
12 posts a month: 4 reels, 4 statics or carousels, 4 stories sets. TikTok 8 videos a month. Xiaohongshu 4 posts a month for the Chinese-reading audience (recommended addition).
Monthly content plan by the 20th, client approval by the 25th, one studio shoot day a month, 48-hour approval on captions, weekly report every Monday.
Top-down wok POV (satisfying sizzle), macro pour shots, 15s one-pan recipes, "ask Mum" voice notes, before/after crispness tests, myth-vs-fact carousels.
Many small trusted voices beat one celebrity. For a kitchen product, a nano creator's kitchen is more persuasive than a studio. Plan A uses 20 nano and micro creators in two waves; the pyramid shows why. Tap a tier.
8 home cooks · 5 mother-daughter or family accounts · 3 young-professional "first time hosting" creators · 2 nutrition or pharmacist voices (for Naturel Facts) · 2 Malay-language cooks (testing the territory for Raya)
"Cook one dish your mum taught you, exactly her way, with one change: Naturel. Show the bottle at the pour, say the line 今年，换我来 once in your own words, and end by asking your followers what they will take over this year. Never say 'healthier than', never mention another brand, never make Mum the joke."
Social is where the campaign lives for six weeks, and where Naturel lives for the other 46. Each platform has one job. Community management turns comments into content. Paid media buys the reach the idea deserves. Everything below is operated by a named team with weekly reporting.
Drag to shift budget toward reach or toward engagement and watch the estimates move. Estimates use Malaysian CPM/CPV benchmarks for Chinese 25–55 audiences and are illustrative until live.
One-page dashboard: reach, views, VTR, engagement, UGC count, sentiment split, spend vs plan, top 3 posts, next week's plan.
Shared Looker Studio dashboard connected to Meta, TikTok and YouTube so the brand team sees numbers without waiting for us.
Full review against KPIs, brand-lift survey results, creative learnings by cut and platform, community themes, recommendations for Raya 2027.
08 · Two ways to spend RM250,000
Plan A puts the film at the centre and makes millions see it. Plan B brings 今年，换我来 to life in a three-day Naturel Reunion Kitchen in a Klang Valley mall. Toggle to compare, then tune the mix.
8–10 min film as briefed, 20 nano KOLs, Meta + YouTube + TikTok amplification, #今年换我来 contest at scale.
09 · Timeline, on Lam Soon's schedule
Today is 20 Oct 2026 and concept approval is targeted for end-October. We hold grade and sound slots in November and ask for 48-hour review turnarounds in December.
10 · Why Steppe
A 14-person, Meta-certified full-service agency in Kuala Lumpur with in-house strategy, creative direction, cinematography and paid media, with an external technician crew brought in for larger sets. We work by the STEPPE Method: Situate, Target, Emotion, Produce, Push, Evaluate.