This year's Chinese New Year is highly anticipated as many weren't able to celebrate with family and loved ones last year due to pandemic restrictions.
With that in mind, Yee Lee hopes to bring back the festivities of CNY through its collaboration with local Chinese radio station 988 for its annual Lunar New Year project, 988 Hoolala Good Year campaign.
Continuing its 2021 tagline, The Treasure Of Family, Yee Lee Corporation head of corporate branding Dominic Poh says the message is even more relevant to our current condition.
“After two years of lockdown, the pandemic has taught us to treasure our family, cherish our loved ones, and appreciate the festive season.
“All of us are someone’s treasure, you may be a treasure to your parents, your spouse, your children, etc.
“Just like how all our brands are treasures of Yee Lee,” Poh said.
“We came up with this tagline as the essence of CNY must start from oneself. You may be at a CNY gathering but there’s no point if you just sit at a corner and not connect with your family."Food is of course an important component in any celebration in Malaysia and CNY is no different.
In line with that, Yee Lee has an attractive offer for its customers.“Food is an integral part of CNY, 75% of our products are cooking oils.
"Being a homegrown brand, and knowing that cooking oil is a must-have item during CNY, we want to help out consumers by offering this promo, where you get the Red Eagle Fried Onion Oil or Fried Garlic Oil (worth RM12.50) for free with purchase of RM30 on selected brands in a single receipt,” Poh said.
The Red Eagle Fried Onion Oil and Fried Garlic Oil were launched in mid-2021 and have been popular with consumers since.
“It is ready to eat and versatile, you can use it to add flavour to your steamboat or CNY dishes like steamed fish. Some of our customers also said they add it to other cuisines like spaghetti.
“It is 100% natural. Rest assured, quality is ensured. Our motto is that if we don’t eat what we produce, we won’t sell it.,” Poh said.
He added: “The fantastic thing about these products is that the fried garlic and fried onion are still crunchy even though the ingredients are kept in oil.”
This year marks the third time Yee Lee is collaborating with 988 as its strategic partner as the station is able to deliver unique ideas.“We want more than just radio spots or product placements and 988 was able to deliver,” he reasoned.Yee Lee and 988's partnership this year has resulted in a radio drama titled The Treasure Of Family – The Missing New Year.
The drama tells of Gong Xi Nian, who rarely returns home for CNY due to his busy schedule. His girlfriend suggests they go back for the festivity this year. Frustrated, Gong makes a wish for CNY to vanish. You know what they say, becareful what you wish for...Lo and behold, Gong's wish comes true and the people around him have no idea what CNY is all about.
Delighted at first, Gong then starts to discover that his memories of his parents are beginning to vanish too. He now must find a way to reinstate CNY.
All 10 episodes of the radio drama are available on 988 app.
Customers who spend a minimum of RM30 on selected brands (Red Eagle, Sunlico, Neuvida) in a single receipt will be eligible for a free jar of Red Eagle Fried Onion Oil or Fried Garlic Oil worth RM12.50, while stocks last. Terms and conditions apply. For details, visit yeelee.my/cny2022. Tune in to 988 for chance to win products from Yee Lee.
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