A (Super!) Marketing Campaign
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.
- Channel 8 TV variety program Neighbourhood Chef 2, a cooking competition with ample opportunities to showcase grocery shopping
- Celebrity chef judges to enhance the programme and provide cooking tips
- Published cookbook with recipes of neighbourhood culinary stars
- Publicity across TV, Print, Digital and On-ground
Impressive results achieved from April to August 2015
Reach on Channel 8
3.1 million (People 4+)
1.5 million (People 15-49)
0.9 million (Grocery Buyers)
106,000 Ad Impressions, with 6% click-through rate
Cookbook was snapped up within the day of launch
Survey shows 8 of 10 people could recall the enjoyable and easy to understand campaign