Singapore – Australian Pork has launched a Chinese New Year campaign in Singapore that reframes the idea of prosperity during the festive season, shifting the focus from extravagant meals to quality ingredients and trust.
The campaign features chef and author Audra Morrice, who fronts a content series exploring what prosperity looks like in modern Singaporean households. The videos involve Morrice visiting the homes of Singapore-based food creators Eric Youn, Daren Teo, and Shuang Yu, where they prepare Chinese New Year dishes together using Australian Pork.
“Prosperity at the reunion table is about more than just wealth; it’s about the richness of the connections we make over a meal,” said Morrice. “When cooking for loved ones, your confidence starts with trust.”
The campaign is supported by outdoor and digital placements across Singapore. The Chinese New Year content series is currently live on Morrice’s Instagram account, as well as on the participating creators’ channels.
The campaign also revives the long-running “Flying Pig” mascot, which has been used in the market for over two decades. According to the brand, 84% of regular pork purchasers in Singapore identified the mascot as a symbol of trust and premium standards. The study also found that Australian Pork is most strongly associated with being clean, safe, and high-quality.
