Streets of Singapore

For my university Final major project we were able to chose any brand and help solve an issue they are facing currently. I wanted to choose a brand that I know not a lot of people know, and one relating to my past of living in Singapore, therefore I chose Tiger beer. In the campaign I have tried to raise awareness of Tiger beer as well as Singaporean (street) food within the UK, because of the success of other Asian Pacific beers usually correlates with the food from the home nation. Targeting an 18-25 year old demographic.

Creating the ‘Streets of Singapore’ campaign involved using Tiger beers famous hawker chefs, and their recipes which I am aiming to help teach the English public through recipe books and youtube videos orchestrated and presented by these chefs. Getting the public to try and enjoy Singaporean culture and cuisine while always drinking a Tiger beer with this meal. Producing a fully integrated social. media and out of home campaign surrounding this idea.

I have also created an experiential event in BOXPARK Croydon and Shoreditch where people can go to drink Tiger beers with friends and experience some Singaporean street food prepared for them.