Singapore Food Agency is a statutory board under the Ministry of Sustainability and the Environment that oversees food safety and security in Singapore.
The Business Problem:
The SG Fresh Produce badges represented freshness in local produce and the different levels of certification attained by local farms. However, audiences were not aware of the key differences with each badge.
The Business Problem:
The SG Fresh Produce badges represented freshness in local produce and the different levels of certification attained by local farms. However, audiences were not aware of the key differences with each badge.
The Culture Opportunity:
From starring in their own awards show to being in comics, children books to merchandise, our homegrown heroes Eggs Benedette C, Seabasstian Water and Caixinderella were "food stars" beloved by the nation. How could we use them to educate shoppers and diners all around Singapore?
From starring in their own awards show to being in comics, children books to merchandise, our homegrown heroes Eggs Benedette C, Seabasstian Water and Caixinderella were "food stars" beloved by the nation. How could we use them to educate shoppers and diners all around Singapore?
Solution:
More info, more fun.
We made a high-energy, infectious rap to get the nation grooving to.
More info, more fun.
We made a high-energy, infectious rap to get the nation grooving to.
This was amplified with OOHs, digital and our characters even made visits to schools to catch them young (and fresh).
