- Bekpes Hot, bekpes hot kj, bread, delivery, gardenia, hot fm, hot fm bekpes hot, hot fm gardenia, riders, roti, world bread day
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Hot FM and Gardenia marked Hari Roti Sedunia (World Bread Day) on 16 October by thanking a group Malaysians rely on every day but rarely stop to recognise: delivery riders.
Over a single day, the two brands handed out 3,300 bags containing 10,000 loaves of Gardenia bread to riders in four states. Each location was led by one of Hot FM’s on-ground programmes, giving every stop its own local character:
- Lembah Klang: Bekpes Hot
- Kuantan: FYP@Hot
- Johor Bahru: Hot Vibe Club
- Pulau Pinang: Hotflix
The campaign recognised riders for carrying much more than food. Parcels, groceries, documents and everyday essentials all reach Malaysian homes through them, often in heat, rain and heavy traffic.
For a national brand, being visible in several regions on the same day is a challenge. Hot FM approached it by running the campaign through four of its existing properties instead of a single central event. Each programme brought its own audience and local flavour, but all four carried the same message.
Audiences responded online. Campaign content across Hot FM’s platforms recorded 2,725,960 views and 40,484 engagements, as listeners shared the story of riders being thanked.
