Campaign Objective

To increase the market share of grocery retail shoppers and awareness of the supermarket brand, Mediacorp created a campaign that spans across television, print, digital and on-ground events. 

Creating the most visibility is the TV variety program Neighbourhood Chef 2 <<邻里厨王2>> hosted by Quan Yi Feng and Mark Lee, where contestants pit their cooking skills in a cooking competition set in a community centre. Contestants will first gather at the supermarket to pick their specific food ingredient of the week providing ample exposure for the supermarket brand.