Goal
Since the global health crisis, food has been of greater social concern. By advocating nutrition and food quality for children, FairPrice aimed to project social responsibility. Our video series also aimed to organically showcase FairPrice products through a friendly food challenge, creating social engagement and boosting brand reputation.
Solution
With ingredients provided by FairPrice, we engaged local food influencers to host a family-focused cooking challenge with the theme: Old School Favourites, New School Tastes. Health, heritage and nostalgia were our driving themes as we connected with parents online; offering the expertise of influencers in pairing with the particular tastes of young children.
What we did
Creative concept
Series-long content development
Influencer management
Video production
Creative Concept
In line with FairPrice’s brand philosophy, “Here to make lives better”; we proposed a campaign concept where food influencers interacted with children to learn their palates, then prepared revamped versions of old-school dishes for their tasting.
Influencer Management
Our engagement of food influencers (celebrities, chefs and consultants) was a merger between FairPrice’s old-school established reputation and a new-school focus on social content.
As experts on cooking technique, ingredient picking, as well as nutrition; they continued to generate engagement online via interviews and recipes.
Video Production
Each episode kept an energetic, lively pace. With warm visuals accompanied by sumptuous food styling and clean, sleek set design.
The interaction between influencer and child was directed to be endearing and heart-warming; coupling the children’s natural cuteness with moments of passion, for example, Dr. Tay’s winning smile.