By AZALEA AZUAR / Pic by BERNAMA

Gardenia Bakeries Sdn Bhd (Gardenia) bags the “Putra Brand of the Year” award for the year 2020.

Malaysia’s top bakery brand was presented the award due to its continuous product innovation, commitment to brand building via communication, and a strong sense of corporate social responsibility (CSR).

Gardenia bread was a target for panic buying when strict movement restrictions were announced.

During and after the Movement Control Order (MCO) period last year, the brand allocated more than RM1 million to help the bottom 40% (B40) income group households, frontliners and students.

The aid came in the form of Gardenia products which were distributed throughout Peninsular Malaysia via the Varsity Food Bank programme.

Other notable awards were presented to Malaysia Airlines Bhd for “Putra Brand Icon” and UNITAR International University for “Putra Most Enterprising Brand of the Year”.

The “Putra Brand Icon” award was given to brands which had won the top prize in their categories for four consecutive years while the “Putra Most Enterprising Brand of the Year” award reveals the achievements in a developing brand which has made strong inroads into the international market via product or service innovation.

It is also committed to comprehensive marketing and communications programmes, and demonstrates a strong CSR commitment.

Organised by the Association of Accredited Advertising Agents (4As) Malaysia, the Putra Brand Awards has presented 135 awards in 23 categories to 132 of Malaysia’s favourite brands.

More than 18,000 votes were placed by nearly 6,000 consumers. The results were certified by Ipsos, which is one of the largest global research agencies with over 16,000 staff in 88 countries.

The Putra Brand Awards is also known as the People’s Choice Awards and it has presented 23 Platinum, 33 Gold, 27 Silver, and 49 Bronze awards, as well as the three special awards.

The 23 Platinum awards were given to Uniqlo, Toyota, Petronas, Tiger Beer, Milo, Yakult, DiGi, UNITAR International University, Maybank, Gardenia, Panadol, Sunlight, Ikea, Samsung, Astro, Golden Screen Cinemas, Panasonic, Dettol, Sime Darby Property, 7-Eleven, McDonald’s, and Malaysia Airlines.

There was however no new inductees to the Putra Hall of Fame last year.

Introduced in 2019, the hall of fame acts as an accolade for brands that have won their respective categories for over 10 successive years.

Also, the annual gala event which often had over 1,000 attendees, was not held this year due to the Covid-19 pandemic.

According to Putra Brand Awards 2020 organising chairman and 4As senior adviser Datuk Johnny Mun, it was their responsibility for not holding a large gathering given the country’s current situation.

“Despite this, it has been very heartening to see the robust response from members of the public participating in these ‘money-cannot-buy’ Awards, which is a resounding testament to consumer choice and brand awareness,” he said.

4As president Andrew Lee felt that there is opportunity amid the chaos and brands must make the most out of their relationship with consumers.

“The Putra Brand Awards continues to prove itself as a valuable and definitive measure of that consumer-brand relationship,” he said.

“More than ever, consumers the world over are making their voices heard. It is no different here in Malaysia, and consumers want to have a say in choosing brands that reflect their personality, their resiliency, and how they face adversity and challenges.”

The Puta Brand Awards was launched in 2010 by the 4As in association with Malaysia’s Most Valuable Brands.

It is supported by the Malaysian Advertisers Association, the Media Specialists Association, the Malaysian Digital Association, and endorsed by “Brand Champion Partner” the Malaysia External Trade Development Corporation (MATRADE).