CHALLENGE
NutriSoy launched a new limited edition Ondeh Ondeh flavour in mid-July 2021. With Ondeh Ondeh being a local favourite flavour, we found the market to be extremely competitive with many trying to own the dessert “in a different format space” e.g. Ondeh Ondeh ice cream, cakes, cupcakes etc.

TASK WE SET FOR OURSELVES
Seeing as Singaporeans love their food as much as they love consuming news about it, we aimed to capture the attention of our foodies’ appetite for all things local, novel and new by playing up on the unique appeal of Ondeh Ondeh in a drink and make it to the news by getting everyone talking about it.

INSIGHT
Singaporeans are foodies by nature and good food is a form of entertainment and escape.

OUR APPROACH
We decided to entertain by playing up on humour. Creating an original “Ondeh You” rap music video blatantly selling Ondeh and how it’s the “Ondeh” drink that completes Singaporeans to drive awareness and hype of the drink on @nutrisoysingapore along with 3D gifs to communicate the fun, enjoyable personality of the drink.

We also engaged a mix of 6 influencers, with very different personalities, to showcase their best attempt at rapping it with NutriSoy’s Ondeh Ondeh drink in frame. They each created their own unique rap music video with the media kit items we put together, encouraging their followers to try the drink out for themselves while shouting out on a giveaway that was being run on NutriSoy’s Instagram page to further boost trial and purchase of the drink.

EXECUTION