Juniper
There are certain ingredients that Malaysians simply cannot imagine cooking without, and santan is certainly one of them. From a fragrant plate of nasi lemak to a rich chicken curry, a comforting bowl of laksa or traditional kuih, coconut milk has been part of Malaysian food culture for generations. Although it may not always receive the recognition it deserves, this humble yet mighty ingredient plays an important role in bringing out the familiar flavours that Malaysians know and love.
Now, Ipoh-based M&S Food is putting santan in the spotlight with a playful digital out-of-home (DOOH) billboard campaign that celebrates the ingredient in a distinctly Malaysian way. Running from 22 to 28 October 2026, the campaign features the familiar word lebih, adding a cheeky twist to a conversation that many Malaysians can relate to.
A Little More Santan, A Lot More Malaysian Humour
Anyone who enjoys Malaysian food will know that santan is more than just another cooking ingredient. It adds richness, fragrance and character to many of the dishes that have become part of our daily lives and special occasions. Whether preparing rendang for Hari Raya, cooking curry for a family meal or making kuih using a treasured recipe, santan often plays an essential role. And when it comes to cooking, everyone seems to have their own preference.
Some believe a little santan is enough, while others prefer their dishes with that extra richness. It is this familiar Malaysian appreciation for cukup and lebih that M&S Food has brought into its latest creative campaign. Following Kara’s recent santan advertising campaign, M&S Food has joined the wider conversation with its own friendly and humorous perspective.
Rather than turning the moment into a brand rivalry, the campaign offers another opportunity to appreciate an ingredient that brings so much enjoyment to Malaysian meals. After all, there is plenty of room to celebrate something that Malaysians have enjoyed for generations.
A Homegrown Brand With A Malaysian Connection
Based in Ipoh, M&S Food has a name that reflects its local identity, with M&S standing for Malaysia and Santan. Its latest billboard campaign brings that connection to life through a simple, recognisable idea that does not require complicated explanations. The use of lebih is particularly relatable because Malaysians often express their love for food through familiar phrases, playful conversations and personal preferences. For some, the campaign might bring back memories of home-cooked meals. For others, it could be a reminder of a favourite nasi lemak stall, a delicious bowl of curry laksa or the comforting aroma of rendang simmering in the kitchen.
That is perhaps what makes the campaign appealing. It takes an everyday ingredient and gives Malaysians another reason to appreciate its place in their food culture. Catch M&S Food’s Billboards Around The Klang Valley. Motorists and commuters can look out for M&S Food’s digital billboards at selected locations, including the MRR2 Highway, Kota Damansara and AEON Mall Metro Prima in Kepong.
The campaign runs for one week, from 22 to 28 October 2026. While advertising often focuses on new products and innovations, M&S Food’s campaign is a reminder that even the most familiar ingredients can have their moment in the spotlight. And with so many beloved Malaysian dishes depending on santan for their distinctive flavour, perhaps a little lebih appreciation is only fitting.
After all, sometimes the simplest ingredients are the ones that make our favourite meals truly memorable.
