The Singapore Tourism Board (STB) not too long ago launched the Made in Singapore (MIS) world positioning marketing campaign that cements Singapore’s standing as a Culinary Capital and meals haven by way of the medium of tune.
The social-first marketing campaign showcases Singapore’s vibrant, various and progressive culinary panorama to a worldwide viewers, aiming to spice up consciousness, rekindle curiosity, and drive demand. It invitations guests to expertise Singapore’s distinctive gastronomic choices.
Created with BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, this new marketing campaign goals to showcase Singapore’s dynamic and various culinary panorama, focusing on travellers from key markets together with Australia, the US, Indonesia, India, and China who’re adventurous and wanting to broaden their palates.
What do I eat first?
It begins with a 30-second video, with a tune titled “What Do I Eat First?”, that includes well-liked native artist Paddy Ong, the lead vocalist of one in every of Singapore’s indie-pop bands Membership Gentle, and written and composed by audio manufacturing home FVSE.
The catchy unique tune captures the problem of being spoilt for alternative with meals in Singapore, posing the query, “What do I eat first?”
The tune’s infectious rhythms mix with vibrant visuals to take audiences on a culinary journey by way of Singapore’s wealthy culinary tapestry, from conventional native favourites to cutting-edge fusion delicacies.
From the top of January 2025, STB may even launch a sequence of video belongings on its Go to Singapore social media accounts. These will proceed to highlight Singapore’s distinctive interpretation of culinary traits worldwide, resembling ‘Mukbang’ or ‘Espresso Tradition’.
This marketing campaign is a part of a sequence of world activations from STB and The Shophouse @ Publicis extending its grasp model marketing campaign, “Made in Singapore”. Publicis Groupe Singapore was first appointed by STB in January 2022, after The Shophouse @ Publicis was assembled to reply to built-in briefs as a consortium. This multi-disciplinary resolution incorporates best-in-class artistic (BBH), media (Zenith Media), digital, information (Digitas) and manufacturing (Prodigious).
Get it in your socials
Operating on Fb, YouTube, TikTok, and Instagram, the 30-second introductory video may even be adopted by a number of 15-second social clips showcasing completely different aspects of Singapore’s culinary scene. Crafted in partnership with Considerable Productions, and content material creator Thomas Goh, the sequence of movies captures the sensory expertise of being overwhelmed by the sheer selection on supply in Singapore.
Kenneth Lim, assistant chief govt for STB’s advertising group remarked: “In at present’s social-first setting, content material creators wield important energy in creating consciousness and shaping perceptions. Recognising this, our marketing campaign harnesses their attain to place Singapore as a worldwide Culinary Capital, inspiring foodies to discover our limitless prospects curated by each homegrown and worldwide culinary skills. Their ardour and dedication to pushing cultural and artistic boundaries proceed to complement our vibrant meals scene. Via this strategy, we purpose to drive larger consciousness of Singapore’s various meals and beverage choices, by inviting foodies to discover and share their culinary discoveries.”
The movies are additionally accompanied by easy-to-use templates from TikTok’s CapCut and Instagram Reels, which can permit content material creators to create their very own user-generated content material (UGC) utilizing the tune as a soundtrack for his or her culinary adventures in Singapore.
In accordance with BBH Singapore govt artistic director Khairul Mondzi: “Social media platforms and UGC have remodeled the way in which meals traits develop, giving everybody the power to share their eating experiences, critiques, and recipes. This democratisation of meals content material shapes trendy consuming habits and brings culinary tradition into the day by day lives of hundreds of thousands. Via the marketing campaign, we purpose to hitch this dialog by showcasing Singapore’s dynamic meals scene in a means that naturally resonates with how individuals interact with and create meals content material. This strategy not solely spotlights Singapore’s culinary range but in addition seamlessly integrates it into the broader world meals panorama.”