Marketing Featured APAC

This plant-based meat brand says that if a T-rex loves their products, so do humans

Singapore – With the global plant-based food market continuing to grow, First Pride, a company that sells plant-based products as alternatives to meat ones, has launched a quirky campaign to promote alternative ways of enjoying meat without harming the environment–through an ad with a dinosaur named Tony the T-Rex.

The ad, conceptualised with UltraSuperNew Singapore, shows the mind-changing experience from the first bite of First Pride plant-based products—symbolising how those averse to plant-based will discover a new taste sensation. And for meat-lovers, if T-Rex loves it, mere humans will too.

Speaking about the campaign launch, Pimphika Rungarpajaratkul, APAC brand manager, at FIRST PRIDE, said, “The real barrier of the plant-based category is taste and texture, causing anyone who enters the category to lapse. We work with a goal to break the stereotype of plant-based, and innovate our products from a unique substrate made from wheat, soy and citrus fibre for a meat-like texture together with 3-step coating innovation to ensure maximum crispiness. 

She added, “We’re extremely confident in our product. So what’s left is a great marketing campaign. UltraSuperNew was able to deliver an attractive, exciting and relevant creative communication platform – even better than we were expecting.” 

Meanwhile, Edric Cheong, senior copywriter at UltraSuperNew, commented, “It’s rare to work on something that is revolutionary as plant-based nuggets, especially with partners who understand the value of creativity, and an actor of Tony’s calibre.”

The ‘NuggetVerse’ ad is currently running across FTA TV and radio channels in English and Mandarin, on OOH media, and across digital and social channels in Singapore and Malaysia. The campaign will run until 31 December, with media handled by IPG Thailand (UM).

Marketing Featured Southeast Asia

Carousell belts out song, dance number of real customer reviews in latest ad

Singapore – Regional classifieds group Carousell has launched a new awareness campaign which transforms real customer reviews into a song and dance interpretation of said service. The campaign is conceptualised by independent creative agency UltraSuperNew (USN) Singapore.

For the campaign, Carousell sourced the best reviews from satisfied customers, and turned them, word for word into songs that sang the praises of the home services. For this campaign, the services toilet cleaning and floor repair were used for the ads.

The spots feature Andrew Marko and Zulfiqar Izzudin, members of up-and-coming theatre collective Patch & Punnet, who act and sing the reviews.

Speaking about the campaign execution, Heng Xiao Qi, Singapore country marketing manager at Carousell explained that the problem they faced was how to make a functional yet generally perceived as unexciting category such as home services fun and also stand out amongst competitors.

“When USN suggested using reviews as a creative concept, we were instantly sold as it really doesn’t get more authentic than to hear straight from the users’ mouths,” she said.

Meanwhile, Haziq Hussain, senior account manager at USN, commented, “The task at hand was to tell Singaporeans about how Carousell, other than being an online marketplace, had this amazing Home Services offering that not many people knew about. The solution was surprisingly enough, right in front of us in the form of the actual reviews. And of course, we just had to turn them into full-blown song and dance performances in true USN fashion.”