FMCG Marketing For Food, Drink And Personal Care Brands
Primal is a fast-moving consumer goods (FMCG) marketing agency in Malaysia for food, drink, personal care and household brands. Search engine optimisation (SEO), AI search, ads on Meta, TikTok and YouTube, and retail media on Shopee and Lazada run as one plan.
Reach And Orders On One Plan
Primal has 15 people in Kuala Lumpur and about 150 across Kuala Lumpur, Bangkok and Singapore. For a consumer brand, the integrated Primal team runs Meta, TikTok and YouTube ads for reach, Collaborative Performance Advertising Solution (CPAS) ads that send shoppers to your Shopee and Lazada stores, and SEO and AI search for the questions people ask before they buy, with one report across every channel.
Results Measured In Orders And Revenue
As an FMCG marketing agency, Primal reports on reach, orders, revenue and return on ad spend (ROAS). Meta, TikTok and YouTube campaigns report the people reached and the ad recall from brand lift studies, Collaborative Performance Advertising Solution (CPAS) and Shopee and Lazada ads report the orders in each store, and SEO and AI search report the questions your pages answer. One report shows them side by side, so budget goes to the channels that sell.
FMCG Marketing Planned Around Where Shoppers Buy
A drink brand sold mostly in supermarkets and convenience stores needs different work from a personal care brand that sells most of its stock through Shopee and Lazada. Primal starts with where your products are bought today, in stores, on marketplaces or on your own site, then plans search, AI search, social ads and retail media around those channels.
Work With A Top 3% Google Premier Partner
Google gives Premier Partner status each year to the top 3% of participating companies in a country, and Primal holds it for 2026. With our Meta Business Partner and HubSpot Certified Partner status, it gives the team early access to new ad products, joint planning with the platforms and beta tests, so new ad formats reach your product launches early.
Results For Consumer Brands In Malaysia
Retail
PURAS5.21x ROAS For Its Hero Product In 2 Months197.37%Increase in Meta conversion61.14%Increase in Google return on ad spend (ROAS)137.5%Increase in blended ROASMeta Advantage+ Shopping alongside Google Performance Max and Search campaigns, to reach high-intent users and maximise conversions.View case study 
E-Commerce
Boony & Co5.2x ROAS On Shopee In-Platform Ads In 6 Months5.2xReturn on ad spend (ROAS) on Shopee in-platform ads70%Increase in Shopee search clicks360%Increase in unique product impressionsA social media growth plan with high-intent ad creatives, campaigns that sent shoppers to the Shopee store and Shopee in-platform ads for high-intent shoppers.View case study 
Food Retail
Mahnaz Food342% Increase In Organic Purchases In 6 Months+342%Increase in organic purchases+352%Increase in organic revenue94%Keywords ranking on 1st pageAfter a technical review, Primal created a bilingual content strategy in English and Malay, targeting commercial and educational keywords.View case study
Your FMCG Marketing Questions Answered
How do I choose an FMCG marketing agency in Malaysia?How do I choose an FMCG marketing agency in Malaysia?Ask for consumer brand case studies with order and revenue figures, how reach and orders are reported together, and who in the team works on your brand. Check that the agency runs social ads, search and marketplace ads as one plan, so a TikTok campaign and the Shopee searches that follow it appear in one report.
What do your FMCG marketing services include?What do your FMCG marketing services include?Meta, TikTok and YouTube ads for reach and new launches, CPAS ads with Shopee and Lazada, Shopee in-platform ads, Google Shopping, SEO and AI search for product questions, and the tracking that ties each channel to orders. The plan sets which parts come first for your brand.
How long until FMCG marketing shows results?How long until FMCG marketing shows results?Ads produce reach and order data as soon as tracking is in place. Search fixes take weeks to show, and rankings for competitive terms take months. The plan sets a review at 30, 60 and 90 days, and the report shows reach, orders and revenue by channel on one page, so budget can change early.
Do you run retail media on Shopee and Lazada?Do you run retail media on Shopee and Lazada?Yes. CPAS ads send shoppers from Facebook and Instagram to your products in Shopee or Lazada and are measured on the orders there, and Shopee in-platform ads reach people already searching the marketplace. Both are reported next to your own store and TikTok Shop, so you see the cost per order on each.
Do you work with brands sold mainly in supermarkets?Do you work with brands sold mainly in supermarkets?Yes. When most units sell in stores, the plan puts more weight on reach and search: YouTube, Meta and TikTok ads for awareness, and SEO and AI search so your brand appears when people look up products, ingredients or where to buy. Reports track reach, searches for your brand and online orders.
Can you run TikTok Shop?Can you run TikTok Shop?Yes. TikTok Shop campaigns, affiliate creators and live selling can sit in the same plan as Shopee, Lazada and your own store, with orders from each reported side by side. Creative is made for TikTok rather than reused from other channels.
Do you work with distributors and retailers on shared campaigns?Do you work with distributors and retailers on shared campaigns?Yes. Campaigns can send shoppers to a retailer’s store or marketplace listing as well as your own, and Collaborative Performance Advertising Solution (CPAS) ads let the retailer’s data measure the orders. The report shows reach and orders by retailer.
Speak To Our FMCG Team
Tell us where your products sell today, in stores and online, and the targets you need to reach. A senior specialist looks at your search presence, social ads and marketplace stores before the first call.
