Hi, I’m Elrid

Copywriter / Senior Creative Director

After 2 years of a pandemic, anticipation for Raya in Malaysia was at an all-time high. People would want to make celebrations extra special. For Cadbury Dairy Milk, that meant inspiring our consumers to bake from their hearts. But we didn't want to just give out recipes. We wanted to inspire by providing the tools everyday consumers needed to make Raya even more meaningful this year.

What resulted was a uniquely designed recipe sheet that was instructional, functional and accessible and became the heart of a massive campaign activated through the line. From a film that shows how easy it is to use, to collaborations with KOL's, our message was clear: Kuih Raya Dari Hati (Bake from the Heart) with Cadbury Dairy Milk.