Singapore – Fisherman’s Friend is celebrating Singapore’s 60th National Day with a playful nod to one of the nation’s most cherished dining rituals—the art of “chope-ing” a hawker table.
The iconic lozenge brand’s latest campaign, “Chope First, Soothe After,” pays tribute to the spirit of everyday Singapore, promising to be “always by your side,” from saving a seat to soothing the throat after a hearty meal.
Developed with SKALE and GrowthDesk Studios, the campaign marks a dual milestone—Fisherman’s Friend’s 160th anniversary and Singapore’s 60th year of independence—blending nostalgia, local pride, and community connection.
“As we celebrate our 160th anniversary, alongside Singapore’s 60th National Day, we wanted to honour the everyday moments that define Singaporean life. The art of ‘chope-ing’ embodies the local spirit,” said Chin Guan, executive director for GBA Corporation, Fisherman’s Friend exclusive distributor in Singapore.
“Fisherman’s Friend has always been by your side and this campaign brings that promise to life by helping Singaporeans secure a spot at their favourite hawker centre, reminding them that we’re there to support them in ensuring a fresh feeling after their meal,” Guan added.
Running from July to October, the campaign lets diners scan QR codes at participating hawker centres to chat with Ottie, a Fisherman’s Friend WhatsApp chatbot inspired by Singapore’s beloved otters. Diners receive free lozenges and limited-edition “Chope” cards featuring local dishes and Ottie’s cheerful face.
“We wanted to elevate the ‘chope’ concept beyond the moment. By offering Singaporeans a practical hawker companion in the form of a ‘chope’ card and limited-edition collectibles, we aim to build an authentic connection by celebrating what makes Singapore unique,” said Yuet Whey Siah, Founder and CEO of SKALE.
From enamel pins to plushies, the Little Ottie collectibles capture Singapore’s playful spirit, turning every meal and every mint into a moment of national pride.
