Where Foodies Meet
Where Foodies Meet is an integrated marketing campaign featuring a four-part web series documenting the foodie adventure of CEO of BIG Group, Benjamin Yong as he travels to Singapore to meet cooking doyenne, Violet Oon. Together they unravelled what the city has to offer. Where Foodies Meet was created as part of the launch of Singapore’s new destination brand “Passion Made Possible”.
A passion for food.
Singapore is a country that is fueled by passion. It is more than just a destination. It is constantly evolving, reinventing, and reimagining itself, with people who are passionate about creating new possibilities. It’s where foodies, explorers, collectors, action seekers, culture shapers, and socialisers meet ― and new experiences are created every day. We wanted to tell the story through people by partnering with different voices in the community. With that, we had passion champions in Malaysia and passion ambassadors in Singapore to tell the story of “Where passion & possibilities meet” in Singapore.
The series highlighted and showcased all the best the city has to offer - from Asia’s Top 50 Restaurant Burnt Ends (No. 5 on the list if you are wondering) to a wet market to procure some super-secret Rendang spices and everything else in between.
Food with friends.
Episode 1 - There’s no denying that food is best enjoyed in the company of those you love. As Benjamin Yong (of The BIG Group) describes, “it builds relationships and brings out the best in people”. Joining him on his foodie adventure is cooking doyenne Violet Oon (of Violet Oon Singapore), who takes him on a hunt for Singapore’s freshest ingredients as the two prepare for the bountiful feast ahead of them.
Love at first bite.
Episode 2 - Perhaps the greatest joy of visiting to your regular foodie joint is realising that the dishes taste just as exceptional as they did before, wouldn’t you agree? To further explore his favourite haunts, Chief Eating Officer Benjamin Yong (of The BIG Group) returns to find out how they’ve evolved and maintained consistency over the years with the help of a few friends.
Tasting new experiences.
Episode 3 - BIG Ben Yong (of The BIG Group) takes on an adventure to discover where his foodie friends find inspiration to constantly innovate and reinvent the food culture in Singapore.
Feast with Friends.
Episode 4 - "I’ve always had a personal philosophy that food binds people together. It builds relationships. When you share a meal with a group of friends over lunch it dinner, it certainly brings out the best in people.” - BIG Ben Yong (of The BIG Group). Grab a seat and dine with Ben and his foodie friends as they share their passion for food over a delicious feast.
Food is love.
We also created 12 snackable videos that featured the movers and shakers of the gourmet scene in Singapore which include Douglas Ng from The Fishball Story; Chef Willin Low of Wild Rocket; Ryan Huber of Huber’s Butchery and Owner and Head Chef of Burnt Ends, Dave Pynt.
