The Singapore Food Agency is a statutory board under the Ministry of Sustainability and the Environment that oversees food safety and security in Singapore.
Our Task
To support local produce and achieve food security in Singapore by 2030, we've created engaging characters: Seabasstian Water, Eggs Benedette C, and Caxinderella. These characters represent badges that classify products based on checks and certifications, empowering consumers and promoting local produce for long-term food security.
In Singapore, stars represent excellence, whether in schools or e-commerce. Our star badges certify local produce as fresh, quality assured, and sustainably-grown. Look for our stars to easily identify top-quality local produce.
Just remember: Singapore’s best comes with a badge. So you know what to choose.
Insights
Our Local Produce Ambassadors
Seabasstian Water, Eggs Benedette C, and Caxinderella.
The
STAR AWARDS
We started our campaign with an exciting teaser, leading up to 'The Star Awards'. This prestigious event unveiled our captivating characters and celebrated their remarkable achievements with the esteemed 'Star Award'.
Unveiling the Badges and Their Significance
After the main video launch, we released three additional captivating videos, each highlighting a different 'Star Badge' linked to specific local produce. These videos deepened the audience's connection to the origins of these offerings.
Social Amplification
Building upon the popularity of our characters, we initiated a targeted social amplification strategy to enhance awareness on the badges.
Local Produce vs Local KOL
We collaborated with a Singaporean KOL to promote our Star produce in a fun and relatable way. Set in a supermarket, the humorous conversations and Singaporean puns created an engaging experience, capturing our audience's attention and boosting the appeal of our Star produce.
The Singapore Farmed Forces
In collaboration with a Singaporean author, we created a captivating book for Singapore National Day as a giveaway. This story follows our trio as they overcome threats to our local produce, aiming to inspire readers to appreciate and support homegrown products.
