Golden Memories: Let This Biscuit Take You Back To Your Childhood

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When I reflect on fond memories throughout my life, a lot of them include food in one way or another. Most of us have a memory of a snack that takes us back to childhood. It can be a candy bar that we used to get as a treat or a slice of chocolate cake recalling your first baking disaster. No matter the importance, memories involving food are vivid – and they sometimes feel more evocative than other types of memories.

(Credit: Mikhael Nilov/Ekrulila via Pexels)

Science figured out that eating something nostalgic actually triggers the hippocampus, a part of our brain that is particularly important for forming long-term memories. 

Food is proven to take us back to some of the most important parts of our lives, but the simple joy of biting into something that we are so familiar with is priceless.

A childhood candy resampled years later can unleash a cornucopia of memories. Candy and food, in general, are of course not unique in their ability to promote a mnemonic cascade. However, our evolved psychology may make food one of the more likely things in the environment around which memories are formed and focused.

The Harvard University Press on John S. Allen’s The Omnivorous Mind.

Golden Goodness

Julie’s Biscuits have been a staple for Malaysian households for many years now. We grew up with the little blonde girl in pigtails being a huge part of our lives. In 2020, the company rebranded to a younger-looking Julie in a shorter bob-haircut, red and blue headband with a forward and an upward look of certainty, reinventing her appeal with new generation consumers.

However, the taste and quality of Julie’s biscuits remain unchanged and continues to be a favourite.

(Credit: foodie_mxy/spread_love_food via Instagram)

The sole founder, Su Chin Hock, realised that the local market was saturated with traditional biscuit brands. In order to be memorable, he renamed the brand to Julie’s, a fairly common name that’s easy to remember. 

And evidently, hard to forget. 

Since 1985, Julie’s heritage-rich background and reputation built on quality and taste has been deeply rooted in the heart of every Malaysian. Rich and fragrant peanut butter cream paired with crispy, golden baked and lightly salted round crackers – these biscuits not only take me back to carefree times with schoolmates and tea time chatter with family, but they still taste so good.

For as long as our 38 years of establishment, our Peanut Butter Sandwich Biscuit has always been a legacy, a must-have biscuit and snack in many Malaysians’ households. The aroma that emits from every packaging opened is iconic and ignites fond memories.

Tzy Horng Sai, Director of Julie’s Biscuits.

But, what if you could win ACTUAL gold while enjoying this golden-baked goodness?

Nak Emas!

(Credits: Julie’s Malaysia)

This July, Julie celebrates her 38th anniversary with an exciting I ‘NUT’ Emas contest!

Inspired by the Peanut Butter Sandwich Biscuit’s shape and gold-like appearance, the Julie’s I ‘NUT’ EMAS contest is a playful homophonous to the Bahasa Malaysia term ‘I WANT GOLD’. It is the brand’s fun way to incorporate the word ‘nut’ from ‘peanut’ and ‘want’ (‘nak’ in Bahasa Malaysia) into a tagline that all Malaysians could relate to.

With any purchase of Julie’s Peanut Butter Sandwich pack worth RM5 or more, you stand a chance to win a 100g gold worth RM30,000. Other amazing prizes include 10g gold worth RM3,000 and Touch ‘n Go e-Wallet credits worth RM85.

Simply purchase Julie’s Peanut Butter Sandwich worth RM5 and above, and upload and submit the receipt here. You can also scan the QR code from point-of-sales material (e.g. poster) to submit the receipt photo. 

So, if you nak emas, pick up a pack of Julie’s Peanut Butter Sandwiches throughout the I ‘NUT’ Emas contest which runs from the 1st of July to 15th of August 2022. You’ll stand a higher chance of winning if you purchase more biscuits with separate receipts. 

Don’t miss out on this golden opportunity! Find out more about Julie’s I ‘NUT’ Emas contest here!

#INutEmas #JuliesBiscuits #JuliesPeanutButterSandwich

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