Ex-minister: Who is ‘Sawit Anugerah Tuhan' campaign for?
Former primary industries minister Teresa Kok is questioning the target audience behind the strategy to rebrand the "Love My Palm Oil" campaign by her successor to "Sawit Anugerah Tuhan", meaning "Palm Oil is God's Gift".
She further questioned if the move to rebrand the campaign, previously launched in January 2019 during her tenure, was merely due to the change in government.
Explaining that the “My” in the former tagline referred to Malaysia...Former primary industries minister Teresa Kok is questioning the target audience behind the strategy to rebrand the "Love My Palm Oil" campaign by her successor to "Sawit Anugerah Tuhan", meaning "Palm Oil is God's Gift".
She further questioned if the move to rebrand the campaign, previously launched in January 2019 during her tenure, was merely due to the change in government.
Explaining that the “My” in the former tagline referred to Malaysia, Kok (photo, above) said her campaign was aimed at both Malaysians and the international community.
“Palm is indeed a gift from God, but when I launched the ‘Love My Palm Oil’ campaign, I was not just targeting citizens, but I also ran a campaign ‘from Malaysia, we speak to the world’, targeting foreigners and the international community.
“In English, we say to kill two birds with one stone.
“...the industry and government did not have the funds to publicise and explain palm oil to the world. So we launched the campaign to explain our palm oil from Malaysia to the world, ” Kok, the MP for Seputeh from DAP, said in a statement issued today.
This comes after it was reported, on Wednesday, that the "Love My Palm Oil" campaign was being rebranded to "Sawit Anugerah Tuhan" by the current ministry, which has been renamed as the Plantations and Commodities Ministry.
Kok went on to question Khairuddin on who the new campaign was directed at.
“Is ‘Sawit Anugerah Tuhan’ targeting Malaysian citizens or foreigners?
“If it is targeting the international community, then the palm oil slogan should remain ‘Love My Palm Oil’. It should not be changed just because of the change in government or minister (in order to continue) the message to the international community,” she added.
Minister Khairuddin Aman Razali had said the new tagline could push back anti-palm oil rhetoric from European lobbyists.
Checks by Malaysiakini showed that Khairuddin had used the new tagline as early as June 20, but its use then appeared to be limited to hashtags on several social media postings.
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