Debic sought to penetrate Malaysia's saturated cream cheese market, where patisseries favoured established brands. Our objective was to position Debic Cream Cheese as the premium choice for professional chefs, overcoming scepticism with credible proof points to drive trial and immediate B2B sales during the launch window. Our strategy utilised a multi-touchpoint, three-phase, chef-centric approach, blending culinary credibility, immersive experiences, and targeted nurturing.

Execution involved partnering with six renowned chefs who created signature recipes and video testimonials, generating pre-launch buzz. An exclusive launch event featured tastings of all six creations, an 'Inspiration Brochure', and QR-code lead capture for recipe downloads. A limited-time promo code incentivised initial orders, which were tracked by the sales team. Post-event, automated CRM nurturing delivered targeted chef content and offer reminders, while ongoing retargeting ads highlighted the signature recipes to sustain interest and reinforce Debic's professional appeal.