Readers Digest Malaysia Sampler 2022

40 100% voted by consumers. View all results at www.trustedbrands.asia 24 th ANNIVERSARY 2022 TRUSTED BRANDS SPEC I AL SUPPLEMENT Knife PLATINUM COOKING OILS KNIFE COOKINGOIL is a household name and many Malaysians recognise that they grew up together with it. Under the Knife brand promise of more aroma and more taste, the brand is synonymous with its leading blend of cooking oil and its signature peanut aroma that enhances the flavour and taste of all types of dishes. Knife cooking oil is a “must-have” ingredient to either prepare normal daily meals or cook up a storm for family gatherings. Contrary to the view of being an old brand through Knife ’s strong association with the taste of “Mom’s Cooking” is always the best, we believe that such a strong heritage is the bedrock for its continued relevance to consumers of today – where the true joy lies in strong family bonding and togetherness. In this era of the pandemic, a simple meal with our loved ones becomes a treasured moment of blessing and joy. Knife brand is not an exception, as it has always incorporated a strong core purpose in its brand DNA to promote good family values and bonding in all Malaysian families. As such, this becomes our continued mission in our brand communication and the brand rolls out its digital campaign; “Always Be There” every year. This year, we continue to receive excellent responses fromour brand loyalists and viewers of all age groups, attracting above onemillion views and high engagement rate. In pursuit of product improvement, to live up to its tagline of more aroma andmore taste, the brand rolled out its newly upgraded light soy sauces after four areas of improvements: 1) Richer Umami 2) Non-GMOBeans 3) Naturally Brewed Longer 4) Stringent HACCP and Halal Food Safety Standards. Testament to Knife ’s continued trust from consumers, this year marks the 23rd consecutive year of the brand retaining the Reader’s Digest Trusted Brand PlatinumAward.