Singapore – The Health Promotion Board (HPB), in collaboration with Publicis Singapore, has unveiled its latest integrated campaign, “For the Love of Taste,” encouraging Singapore residents to reduce their sodium intake to preserve their sense of taste and fully enjoy the natural flavours of their food.

The campaign is part of HPB’s nationwide #LessSaltMoreTaste movement, which promotes reducing salt consumption to help Singapore residents lower their sodium intake and improve their overall health.

At the heart of the campaign is ‘The Art of Taste’, an experiential installation developed by TMRRW, a Singapore-based art and motion studio. This interactive generative art project—HPB’s first of its kind—invites the public to transform iconic local dishes into vibrant visual masterpieces. Using cutting-edge generative technology, the installation vividly represents the explosion of natural flavours that can be savoured more fully when not overshadowed by excessive salt.

The installation is at Dhoby Ghaut MRT station B2 Concourse, which is now running until 5th December. 

Supporting the campaign is a cinematic film by acclaimed director Royston Tan. Set in the 1960s and starring Pierre Png, the story depicts a strained dinner between a man and his wife, with salt symbolising the barrier between them. When the man puts down the salt shaker, he rekindles his connection with the meal—and with his wife.

With Wong Kar Wai-inspired visuals and a captivating rendition of the local song ‘Singapura Permai’, the film has resonated with audiences, amassing millions of views since its launch. 

Beyond the installation and film, the #LessSaltMoreTaste message is also spread through social media, online banners, and public spaces. Each piece of the campaign highlights Singapore’s rich culinary heritage, celebrating natural flavours at the heart of local dishes.

“Using generative technology to explore what once seemed impossible has unlocked new, impactful ways to connect with consumers. By showing, rather than telling, that less salt doesn’t mean less flavour, we’re inspiring people to discover a new appreciation for the richness of natural flavours, which often go unnoticed,” said Pei Ling Ho, executive creative director at Publicis Singapore. 

‘For the Love of Taste’ builds on the success of HPB’s previous ‘Trust No Tongue’ campaign, further emphasising practical steps to reduce sodium intake in daily life. The initiative encourages using less salt, sauces, and gravy, choosing lower-sodium products, and making healthier dining choices.

After all, the love of taste is timeless—and with a few small changes, we can keep that love alive for years to come.

Singapore – FairPrice Group (FPG) has teamed up with the Health Promotion Board (HPB) to introduce a new initiative that offers Singaporeans a more seamless way to earn rewards for making healthier purchases. 

As part of this collaboration, FPG has integrated its mobile app with HPB’s Healthy 365 app, enabling customers to automatically earn Healthpoints when purchasing healthier groceries and meals through the FPG app—eliminating the need to scan QR codes.

Through this partnership, customers who link their accounts and pay using the FPG app can accumulate HPB Healthpoints when purchasing Healthier Choice Symbol (HCS) groceries at FairPrice supermarkets and online, Unity pharmacies, as well as Healthier Dining Programme (HDP) endorsed food and beverages at Kopitiam food courts. These Healthpoints are earned in addition to the Linkpoints customers already collect for most purchases.

Customers can redeem these accumulated HPB Healthpoints for FairPrice, transport, or food vouchers. For instance, 750 Healthpoints can be exchanged for a $5 FairPrice voucher, enough to purchase a bottle of lower-sodium soy sauce and a loaf of wholemeal bread.

Vipul Chawla, group CEO of FairPrice Group, stated that HPB’s efforts to promote healthy living through the Healthy 365 app align with FPG’s broader commitment to making healthier choices more accessible and environmentally friendly for customers.

“Our hectic lifestyles coupled with responsibilities like work or school can make it easy for health and nutrition to become an afterthought. Initiatives like HPB’s Healthy 365 app remind us how important it is to take control of our health and wellness journeys, and as the nation’s largest retailer, we are energised to work with HPB to leverage our network of over 570 touch points across the island to help reward Singaporeans when they make healthier choices in their daily lives,” Chawla explained. 

This enhancement reflects FPG’s continued commitment to rewarding customers for making healthier food choices. It also marks the latest expansion of FPG’s omni-channel ecosystem, furthering its mission to enhance the app’s capabilities and deliver greater accessibility and convenience to users.