Kraft set out to do more than remind Malaysians that cheese tastes good. The goal was to make cheese feel natural in everyday local meals.

“Tambah Cheese Je!” tapped into a familiar Malaysian instinct. When in doubt, tambah je. More sambal. More kuah. More CHEESE.

The campaign reframed cheese as an everyday appetite booster that fits effortlessly into local favourites, from maggi goreng cheese and roti cheese to pisang goreng and burgers. By showing how easily cheese could be added to what Malaysians already love, we reinforced our position as the most versatile cheese brand for daily consumption.

Running as a year-long thematic campaign across high-impact social content, tactical contests and OOH, “Tambah Cheese Je!” sparked craving and kept Kraft front and centre in food conversations.

More than driving usage, the campaign built appetite, reinforced habit, and helped Kraft continue to dominate headlines as Malaysian's beloved cheese brand.