RESIPI JADI REZEKI WITH KIMBALL MALAYSIA

SOCIAL IMPACT

INTEGRATED CAMPAIGN

Client

Kimball Malaysia

The Background

Despite Malaysia's growing emphasis on SME empowerment and food entrepreneurship, many B40 and PPR home cooks remain trapped in informal, low-income cooking with no clear path to professionalisation. Three barriers persist: capital risk (high upfront costs to start a food business), an infrastructure gap (limited access to hygienic, MOH-compliant kitchens for scaling), and market marginalisation (limited branding, pricing power, and digital literacy). Many already have strong culinary skills — what they lack is the system, support, and structure to turn cooking into a sustainable livelihood. Kimball, long known as a kitchen-staple brand, saw an opportunity to evolve beyond product utility and become an enabler of income generation and community upliftment.

The Big Idea

"Resipi Jadi Rezeki — turning everyday cooking into sustainable livelihood." Rather than focusing on product usage, the campaign positioned Kimball as an enabling system that unlocks income-generating potential within everyday cooking. The belief at its core: with the right system and support, even a single recipe can become a sustainable source of income. By pairing Kimball's cost-efficient base sauces with structured entrepreneurial training, participants could adopt a "high-volume, low-margin" model — selling quality meals at an accessible RM5 "Menu Rahmah" price point while staying profitable. Food, empowerment, and economic inclusion came together in a scalable ecosystem for everyday livelihood creation.

The Execution

The campaign was built as a four-phase entrepreneurial transformation journey, taking participants from home cooks to validated micro-entrepreneurs.

Phase 1 — Recruitment:
A talent-discovery phase identified high-potential home cooks from B40 and PPR communities through Suria FM outreach and grassroots networks, balancing national reach with hyperlocal authenticity.

Phase 2 — Training & Development:
Hands-on workshops equipped participants with digital marketing, food storytelling, content creation, and commercial cooking skills, and guided them to develop their RM5 "Menu Rahmah" offerings.

Phase 3 — Live Market Rally:
A real-world bazaar "stress test," where participants operated as independent vendors under time pressure — managing sales, cooking, and public engagement.

Phase 4 — Expanding Community Impact:
The journey extended beyond participants, channeling RM10,000 of Kimball products to five welfare homes, reinforcing that entrepreneurial success should benefit the wider community.

"Resipi Jadi Rezeki" repositioned Kimball as a structured livelihood ecosystem — showing that grassroots culinary talent can be transformed into sustainable micro-enterprises, where recipes become income and lasting empowerment.