Lesaffre: Ramadan & Raya 2026 KOL Campaign

Raya baking is a family occasion, and yeast is rarely the ingredient people talk about. For Lesaffre, iCookAsia Digital ran a recipe-led KOL campaign that put Saf-instant® Gold 11g at the centre of festive Ramadan and Raya baking, through three creators, two from Malaysia and one from Singapore, who each made it part of a dish their audience actually wanted to cook.

Campaign Overview

• Client: Lesaffre
• Product: Saf-instant® Gold 11g
• Period: March to April 2026
• Platforms: TikTok and Instagram
• Markets: Malaysia and Singapore
• Deliverable: Three Raya recipe videos from three creators, creator sourcing and shortlisting, approval workflow management, TikTok paid boosting and a campaign report

Strategic Objective

• Increase awareness of Saf-instant® Gold 11g during the Ramadan and Raya period.
• Position it as a must-have baking ingredient for the season, not just ordinary yeast.
• Promote the product through festive baking recipe content that fits Raya open house tables and family gatherings.
• Generate engagement through short-form creator content, with the creator’s own style and the product clearly shown.

Execution & Collaboration Strategy

• Creators matched to the product: we sourced home bakers and baking content creators in Malaysia and Singapore, favouring those who already bake soft and sweet breads, buns and festive bakes, the styles Saf-instant® Gold suits best.
• Three creators, three recipes: two Malaysian creators and one Singapore creator, taking the campaign beyond our home market. One made Apam Goreng, served savoury with sambal ikan bilis or sweet with srikaya. One made a Rendang Focaccia. The Singapore creator made Bandung Bomboloni filled with bandung custard.
• Local flavours, familiar bakes: each recipe took a festive flavour such as rendang, bandung or sambal ikan bilis and paired it with a yeast-risen bake, so the product felt relevant to Raya.
• A clear approval workflow: each creator pitched three to five recipe ideas, the client chose one, the full recipe was approved, then the video was shot, a first draft was reviewed and any client feedback was applied before posting.
• Creative freedom with fixed essentials: creators kept their own voice, while every post had to show the product usage, be published as a collaboration with Lesaffre’s official account, carry a call to action and point to the link in bio.
• Promotion built into the captions: each caption carried the recipe and a 5% discount offer valid until 21 April 2026.
• Paid boosting on TikTok: each creator’s video was boosted with TikTok Ads to food and beverage audiences aged 18 and above in the creator’s home market, extending reach beyond their own followers.
• Metrics captured per creator: creators submitted views, reach and engagement screenshots after posting, which we compiled into the campaign report.

From the Video

Results

• 409,613 audience reached
• 609,757 video views
• 13,454 engagements
• Malaysia creator, Apam Goreng: 201,900 reach, 269,438 views, 4,317 engagements, 2.14% engagement rate. Highest reach and views of the three.
• Malaysia creator, Rendang Focaccia: 163,863 reach, 239,265 views, 7,899 engagements, 4.82% engagement rate. Highest engagement rate of the three.
• Singapore creator, Bandung Bomboloni: 43,850 reach, 101,054 views, 1,238 engagements, 2.82% engagement rate.
• TikTok contributed the strongest overall performance, and recipe-based festive baking content performed well.

Engagement rate on TikTok is calculated on reach. Instagram reach was not available from the creator side, so total reach reflects TikTok, and Instagram engagement rate uses views.

Key Decision Points

• Match creators to the bake, not only the follower count: the creator with the highest engagement rate (4.82%) was not the one with the largest following, so we looked at fit as well as size.
• Set approval gates early: agreeing recipe, full recipe and first draft stages kept the brand message under control without taking away the creator’s own style.
• Keep the product part of the recipe: creators were required to show product usage clearly, so the yeast sat inside the recipe rather than being an add-on.
• Use festive flavours people already crave: rendang, bandung and sambal ikan bilis gave each recipe a Raya hook.
• Extend good content with paid support: boosting the creator videos on TikTok took the content beyond each creator’s followers.
• Plan for tracking next time: the report recommends a unique trackable link for each creator, so future campaigns can show which creators drive the most traffic to the purchase page.