Client: SPH Media Trust
Year: 2021

Singapore Food Masters (SGFM) is an annual event to honour local food heroes. For a duration of one month, 120 eateries from all over the island are in the running to be crowned the year's Food Masters. Participating eateries are categorised into one of four zones: East-West, North-South, Circle, North-East. The top 10 eateries in each zone will then advance to the next stage of Singapore Food Masters. A panel of judges will then assess the 40 shortlisted eateries based on taste, service, cleanliness, presentation, and value for money.

The campaign strives to provide an effective opportunity for brands to generate widespread exposure and engagement with the audience through a variety of activities — public voting, mystery judging, live streams, product placements and video shoutouts.

We refreshed the existing identity by designing it in the shape of a plate to signify the nature of this competition and takes colour reference from the previous edition so that there is campaign recall. Our concept aims to communicate the annual gastronomical event as more than just a competition about food, but as an art form. Introducing a visual pun of the theme “new wave”, the bold and vibrant approach narrates how this year’s Singapore Food Masters represents an affiliation of local chefs as upcoming artists, and their food as art.

Final deliverables included print ads, digital, social media banners and OOH.

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