Singapore – Bakery supply store RedMan, a part of Phoon Huat Pte Ltd, has teamed up with creative agency The Secret Little Agency for its newest ‘#JustBakeIt’ campaign that encourages Singaporeans to consider baked goods as the ultimate gift for anyone.
The campaign aims to encourage Singaporeans to #JustBakeIt, embracing the warmth and sincerity of baked goods not just as gifts but also as a means to foster deeper connections and authenticity with every bite.
Featuring a series of witty, cheeky, and provocative key visuals, the campaign playfully parodies the visual language of famous luxury, tech, and electronic appliance brands. Utilising the OOH platform, the key visuals are strategically placed along the bustling Orchard Road to catch the crowd that’s going holiday shopping in the iconic shopping district.
RedMan’s campaign is also available on social media and digital, all designed to make Singaporeans think twice about the value of a gift and to stray away from insincere consumerism.
Additionally, shoppers will also have the chance to spot ‘@RedManWithSign’ at iconic spots along Orchard Road. Based on the global social personality ‘@DudeWithSign’, RedManWithSign will share truth bombs on gifting to encourage shoppers to bake and give the gift of thoughtfulness instead.
As part of the campaign, RedMan will also offer baking classes and baking kits at its stores to empower shoppers to create their own ultimate thoughtful gift for the holiday season. Meanwhile, shoppers who can snap a photo of @RedManWithSign will enjoy a discount at RedMan stores with their baking purchases.
The campaign is part of Phoon Huat’s larger strategy of positioning baking as a quintessential Singaporean pastime.
Swapnil Shah, head of omnichannel at Phoon Huat Pte Ltd, said, “Collaborating hand in hand with The Secret Little Agency sparked a beautiful idea to redefine the essence of giving this Christmas season. Baking becomes a magical act of love, a heartfelt endeavour to spread joy through delightful creations. Delving into the kitchen to craft something from the heart is more than a gesture—it’s a display of genuine care, capable of expressing a myriad of emotions. With this campaign, our aim is to ignite a spark in others, encouraging them to partake in the timeless tradition of crafting handmade bakes as the ultimate personal gift for everyone.”
Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, also shared, “We live in an age of mindless consumerism, and we wanted to convey the spirit of the campaign in a playful way that is thought-provoking in order to get Singaporeans to rethink their purchasing choices. Ads after ads after ads are created this season, telling people to buy more—we wanted to flip this narrative on its head whilst emulating some iconic brand ads to challenge the collective obsession with shopping and bring back the heartfelt gesture of baking.”
