What if there were no more hawker centres left in the Lion City? No place to get chicken rice or char kway teow?
That’s a potential future that Tiger Beer wants to shine the spotlight on with its new campaign, aimed at reminding Singaporeans that the country may one day lose its rich hawker heritage if the next generation does not continue the trade.
The campaign is aimed at creating a movement—tied to the hashtag #uncagestreetfood—that gets people talking more about their favourite street food and showing their appreciation on social-media platforms.
It centres around a series of short films that offer a behind-the-scenes look at the lives of hawkers in the country and the challenges they face.
By showing the sheer amount of effort that goes into making a dish the old-fashioned way instead of relying on mass production, the films also aim to deepen Singaporeans’ appreciation for local street food.
Slated to run until the end of May, the films will be pushed online and on cable TV, supported by OOH and prints ads. The beer brand is also pledging 20 cents for every six-pack sold to its street food movement, to “help Singaporean hawkers who are striving to keep their craft alive.”
There are plans for a second phase of the street-food movement in the later part of the year.
Ad Nut is a fan of great stories, and really enjoyed watching these films and learning about not just the dishes but the lives of the humans who work long hours improving their craft.
Ad Nut also likes the attempt at getting people to shout more about their favourite hawker dishes on social media.
It is understandable that most of the chatter and photos centre on fancy hipster places, but that’s possibly due to the fact that those establishments offer more “Instagramable” fare.
Ad Nut feels that while Singapore won’t be facing a street-food crisis anytime soon, it is a great cause for a brand like Tiger Beer to get behind, as the beverage has long been a staple at hawker centre tables around the country. Excellent brand identity alignment at work here.
After watching these videos, Ad Nut is now feeling kind of peckish and wondering if these hawkers would offer up a nut-filled popiah for Ad Nut’s gastronomic pleasure. Is there such a thing as nut-noodles?
Executive creative director: Primus Nair
Copywriter: Chen Shang Hao
Art director: Poonnotok Kittisak
Account director: Fiona Huang
Account Manager: Adeline Kwek
Planner: Mindy Yap
Agency producer: Ann May Chua
Director: Winfred Kwan
Production company: Momentum
Post production: Momentum
Media agency: Starcom Mediavest Group Singapore
PR agency: Ogilvy Public Relations Singapore