Royco Passion content

To stay relevant among Gen Z, Royco needed to overcome its perception as a “mom and grandma” brand and connect with a younger generation often unsure of their cooking skills. We created “Menyala Masakanku,” a cooking show that turned Gen Z's kitchen insecurities into flavorful creations. Bringing together 10 Gen Z participants and their moms, the campaign encouraged young people to overcome their cooking doubts, build confidence, and discover the joy of creating delicious meals with Royco.