Marketing Featured Southeast Asia

Yummy United officially unveils ‘kid board of directors’ to lead Lakto rebrand

Singapore – Global food company Yummy United has officially unveiled its kid board of directors following its recruitment campaign launched in July. The new kid board of directors will be responsible for the food company’s rebrand effort of its cheese curd bar product Lakto in Singapore.

The new kid board of directors are composed of four selected kids who will take the roles in creative, finance, public relations and marketing for the campaign. 

Leading the creative role is 9-year old Lucas Lim, who will be leading the team in designing strategies to advertise and market the products. Meanwhile, 11-year old Chloe Oh is appointed to handle finance, where she will be overseeing all financial activities including revenue, cost calculation, forecasting, and budgeting.

Furthermore, 8-year old Shannon McGovern is appointed as the campaign’s public relations director, and will be the brand’s spokesperson, liaising with the media, and building a positive brand image. Lastly, 10-year old Eliana Yazdi will lead the campaign’s marketing effort, and will be providing clear leadership in marketing channels such as social media, campaigns, and branding materials.

The four directors were chosen from a pool of 50 candidates, each having had to go through a strict interview process. Those shortlisted attended workshops designed by Hustle, a marketplace that engages freelancers, and the curious with hands-on workshops for learning and upskilling.

The programme will eventually culminate in an official launch of the new Lakto range with Yummy United in March 2023. 

Marketing Featured Southeast Asia

Yummy United’s new ‘board of directors’ to be composed of kids in latest rebrand effort

Singapore – Global food company Yummy United has announced a recruitment campaign to form its ‘board of directors’ that is composed of kids. This is in line with the food company’s rebrand effort for their cheese curd bar product Lakto in Singapore.

As a brand built for children, and now, by children, this marks the first of such recruitment for Yummy United in Asia, following previously successful iterations of the campaign launched in both Italy and Russia, since 2019. 

Through the campaign, selected individuals around 8 to 12 years old will go through 2 workshops worth S$1300 to learn business skills from real corporate trainers, applying their knowledge in the rebranding of Lakto as part of Yummy United’s offering, happening in March 2023.

Amongst these applicants, thirty to forty students will be selected for a closed door interview at Hustle — a Singapore-based side-hustle marketplace that consolidates services of local hustlers while offering skills-based workshops — before a final group of twenty students are selected to go for the programme.

The Italian “Board of Directors” who auditioned and took charge of the launch of the new line of products

Serene Lu, managing director for Asia-Pacific at Food Union, said, “It’s a common adage that children are our future, but more can be done to help them grow and hone their skills in a safe space. At Yummy United, we’re always looking for fresh opportunities to help curious minds learn professional theoretical concepts, supporting them to birth their creative ideas and into actual products that will be produced and sold.”

Successful students can expect to go through an immersive and educational training programme in August designed by Hustle, that engages the modern workforce and the curious with hands-on workshops for learning and upskilling. All trainers are qualified industry experts, so all students, young and old, will be in good hands! 

Of the twenty, four will be selected to make up the “Board of Directors”, consisting of a Finance Director, Creative Director, Public Relations Director, and a Marketing Director. With these roles, the board will be given the chance to take on interviews, design product packaging, calculate and forecast costs, and even curate social media content on the brand’s Instagram and Facebook pages. As a team, they will conceptualise and rebrand Food Union’s Lakto dairy product line, as part of Yummy United’s latest offering.

Students can get to learn new business concepts as well as hone their leadership skills from experienced veterans in various industries, such as Jeremy Foo, founder of Elliot & Co and Koh Cheng Guan, marketing director of WPR Asia.

“As a father myself, I am thrilled to be part of this innovative initiative to contribute to the development of our next generation of talents. This will be an unprecedented opportunity for them to experience work in the real world, and understand what some of their parents do. I believe this programme has been thoughtfully designed to engage the children in their learning and growth,” Foo said.