THE FooD.I.Y HERITAGE COOK-OFF
THE OPPORTUNITY
The FooD.I.Y HeritageCook-off is a one-of-a-kind cooking challenge – instead of asking chefs to showoff their own creations, it invites them to pit their pit their family’s traditional dishes against those from other families.
THE INSIGHT
With Singapore’ smulti-racial, multi-cultural background mix, the FooD.I.Y challenge becomes essentially a culinary heritage face-off.
THE SOLUTION
Using the positioning‘Your family’s kitchen against the world’, we created a campaign visual that shows chefs from Singapore’s diverse races waving their cooking utensils with glee,all poised for battle.
To enhance the cooking challenge ‘flavour’, we used a buffet of typical ingredients from different ethnic dishes to create the backdrop, serving up a tasty message littered with vegetables, herbs, spices and more.
The FooD.I.Y HeritageCook-off is a one-of-a-kind cooking challenge – instead of asking chefs to showoff their own creations, it invites them to pit their pit their family’s traditional dishes against those from other families.
THE INSIGHT
With Singapore’ smulti-racial, multi-cultural background mix, the FooD.I.Y challenge becomes essentially a culinary heritage face-off.
THE SOLUTION
Using the positioning‘Your family’s kitchen against the world’, we created a campaign visual that shows chefs from Singapore’s diverse races waving their cooking utensils with glee,all poised for battle.
To enhance the cooking challenge ‘flavour’, we used a buffet of typical ingredients from different ethnic dishes to create the backdrop, serving up a tasty message littered with vegetables, herbs, spices and more.
