Tiger Beer mockumentary asks Singapore: Who invented chicken rice?

Tiger Beer has launched a mockumentary style campaign for the Singapore market that tackles the question of who and how chicken rice – the country’s national dish – was invented.

The ad, created by BBDO, is part of a campaign to celebrate Singapore’s best-loved national traits timed to mark the citystate’s fiftieth year since independence, and also 50 years since the introduction of the first Tiger Beer can.

Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore commented: “Tiger Beer has been an intrinsic part of the Singapore identity and culture since its inception in 1932. As we celebrate the nation’s 50th birthday, we want Singaporeans to celebrate another great thing which was born in 1965 – the first Tiger Beer can. With our light-hearted campaign, Tiger aims to inspire Singaporeans to uncage their creativity and think about the origins and backstories behind some social peculiarities that have given Singapore its distinctive identity, in a fun way.”

As part of the Golden Jubilee campaign, Tiger will be releasing limited-edition adaptations of the retro theme in cans, pints and bottles.


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