Malaysia Kitchen for the World Garners Two SABRE Awards, Two SABRE Certificates of Excellence and a Bulldog Awards Honorable Mention for Campaign to Promote Malaysian Food and Restaurants in New York City
May 16, 2011, New York – The Malaysia Kitchen for the World campaign by the Malaysia External Trade Development Corporation (MATRADE) won two prestigious SABRE Awards and two SABRE Certificate of Excellence for the promotion of Malaysian cuisine and restaurants in the New York City metropolitan area. The awards were handed out during a gala dinner at New York’s Cipriani on May 10. In addition, the campaign garnered an Honorable Mention for Best Food & Beverage Campaign by the Bulldog Reporter.
“We are thrilled to have received these awards,” said Mr. Wan Latiff, the MATRADE Trade Commissioner. “They are a testament to the creativity, hard work and many successes obtained during last year’s Malaysia Kitchen for the World campaign, dramatically increasing awareness of Malaysian cuisine and restaurants among consumers in the New York area.”
The Malaysia Kitchen for the World campaign garnered a Gold SABRE Award in the category of Multi-Cultural Marketing, which recognized the campaign’s success in promoting a relatively little known cuisine to an ethnically diverse audience, including New York’s large Asian population. The campaign also won a Bronze SABRE Award in the Poster/Calendar/
Photography category for developing a striking visual and brand identity for the Malaysia Kitchen program, along with a portfolio of enticing, bold photography to document Malaysia’s rich food and the New York metro restaurants that serve it.
In addition, the Malaysia Kitchen for the World Campaign obtained a Bronze SABRE Certificate of Excellence in the advertising category for its integrated print, online and broadcast advertising program in support of epicurean and cultural events aimed at increasing understanding of Malaysia’s cuisine and rich culinary heritage among consumers and trade. Finally, the campaign garnered a Bronze SABRE Certificate of Excellence in the category of magazine media placement for a 5-page feature story in Food & Wine magazine, featuring a Malaysian-themed New Year’s Eve party shot at the Manhattan apartment of Malaysian designer Zang Toi and featuring an entirely Malaysian menu prepared by Zang himself.
“The Malaysia Kitchen program has now positioned Malaysian cuisine which was relatively little known, on par with other popular cuisines in the New York metropolitan area”, added Wan Latiff.
About Malaysia Kitchen for the World
Malaysia Kitchen for the World is a global initiative of the Malaysian government that aims to educate and inform consumers about Malaysian cuisine and Malaysian restaurants throughout the world. The New York campaign seeks to boost interest among American food lovers to try Malaysian cuisine and visit Malaysian restaurants in the New York metropolitan area as well as in other locations in the United States. The program also seeks to facilitate local chefs and restaurateurs to introduce Malaysian cuisine at their establishments.
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Malaysia Kitchen for the World is a global initiative of the Malaysian government that aims to educate and inform consumers about Malaysian cuisine and Malaysian restaurants throughout the world.