Hai's Malaysia Branding Campaign
With over 30 years of heritage in Singapore, Hai’s is a trusted name in authentic Asian sauces and seasonings. As the brand expanded into Malaysia, it faced strong competition and initial challenges in gaining acceptance from local supermarkets, as well as in penetrating the Halal market.
At NOGAP Creative, we led a full branding and marketing campaign to modernise Hai’s while keeping its authenticity intact. From creative ideation and brand localisation to digital and influencer marketing, we helped Hai’s build recognition and trust among Malaysian consumers.
- Creative Direction
- Branding Campaign
- Masthead Design
- Social Media Marketing
- Digital Ads Management
- KOL Engagement
- POSM Design
- Exhibition Marketing
Brand Campaign Rationale
The masthead features illustrations of ingredients and spices, symbolizing the natural elements that bring each sauce to life. Vibrant red and orange hues were intentionally chosen to evoke appetite, warmth, and excitement, while expressing the brand’s energetic and flavourful personality. Together, these elements embody Hai’s passion for freshness, authenticity, and the joy of Asian cooking.
We developed the memorable slogan “The Great Sauce” — a catchy and culturally inclusive tagline that makes the brand instantly relatable and easy to recall. By retaining the name Hai and evolving its identity from Chinese characters into English typography, the brand successfully positions itself as a familiar yet refreshed household name in Malaysia.
Building Exposure and Connection in the Malaysian Market
Before partnering with us, Hai’s struggled to gain exposure and was unable to secure placements with major grocers. At NOGAP Creative, we helped the brand build awareness and connect with the Malaysian market through multiple marketing channels, strengthening its presence and credibility.
We developed and managed a comprehensive social media strategy that showcased Hai’s heritage, products, and everyday usability through engaging storytelling, recipe videos, and cultural content tailored for local audiences.
Bringing the Brand to Life On-Ground
As Hai’s made its expansion from Singapore into Malaysia, the brand needed more than just shelf presence — it required cultural localisation, consumer trust, and strong visibility across key touchpoints. That’s where we came in.
To ensure seamless market entry, we developed a full suite of POSM (Point of Sales Materials) tailored to the Malaysian context, including booth visuals, buntings, posters, shelf talkers, and recipe cards — all adapted to reflect the brand’s refreshed identity and Halal positioning. These touchpoints were instrumental in communicating Hai’s promise of quality and authenticity to a new audience.
Understanding the importance of relevance, we collaborated with Chef Jia, a well-loved local culinary influencer known for his friendly, down-to-earth style. His content bridged the brand to the Malay demographic, turning sauces into stories and mealtimes into emotional connections.
Our efforts didn’t stop at design — we activated Hai’s at major food exhibitions, translating the visual identity into immersive booth experiences. This created a memorable on-ground presence that complemented the growing digital footprint.
To complete the loop, we strengthened Hai’s online presence through strategic content planning, consistent social media execution, and influencer-driven campaigns. The result? A successful transformation from an offline legacy brand into a digitally trusted household name — one that resonates with today’s Malaysian consumers, both online and offline.
Celebrating Togetherness with the Taste of Hai’s
For the Hari Raya festive season, we developed a warm and relatable campaign that connected Hai’s Malaysia with local communities through the shared joy of food.
We produced a full 360° campaign — including video production, social media content, festive visuals, and giveaway activations — designed to spark emotional connection and brand engagement. Through authentic storytelling and relatable everyday scenes, Hai’s showcased how great taste brings people closer during meaningful celebrations.
The campaign successfully strengthened brand visibility and emotional resonance among Malaysian consumers, further establishing Hai’s as a trusted, familiar brand for all festive occasions.
