Mamee Double Decker has appointed FCB Malaysia to handle the relaunch of its noodle Mamee Chef brand. According to FCB's co-owner and CEO Shaun Tay, there is no fixed time frame slated for the appointment, and the team is currently in pre-production. A+M understands three other local and international agencies were vying for the account.
Mamee Chef was launched in 2012 to add a new twist to instant noodles. By integrating La Mian (Mi Tarik) techniques and innovation at its noodle production factory, Mamee Chef said it hopes to "give people more than what they expect" from instant noodles. In its quest to create something new for consumers, Mamee teamed up with renowned celebrity chef, Dato' Chef Ismail. Together, MAMEE and Chef Ismail have created an original, authentic recipe made with fresh ingredients, herbs and spices that caters to many unique local flavours. The brand is available in three flavours Thai Tom Yam, Curry Laksa and Spicy Chicken Shiitake.
Mamee is a brand that has been around for 50 years. The brand, which currently exports to 80 countries and has a yearly turnover of RM1 billion, has an evergreen vision of creating "Asia’s most exciting and diverse snacking experience”.