Sentiment data reveals extent of brand damage to Breadtalk by Singapore soya bean milk saga

LKY bun

LKY buns for $2

Data from polling firm YouGov has revealed the extent of the fall from grace in the minds of Singaporeans consumers of Breadtalk, the bakery chain that has suffered two PR disasters already this year.

In March, the company was lambasted for appearing to exploit the death of Lee Kuan Yew with a commemorative bun, and in July it came under fire for falsely advertising soya milk.

Breadtalk YouGov data

Since an employee was photographed pouring ready-made soya bean milk from a packet into bottles marked “freshly prepared” at the beginning of August, the brand’s YouGov brand index has fallen to a record low in just four weeks.

Pulling the bottles of soya milk from its shelves and apologising to consumers does not appear to have stemmed the decline in consumer faith in the brand.

And unlike the Lee Kuan Yew buns backlash, which did not lead to a fall in purchase consideration just a big dip in brand buzz, Singaporeans signalled intention to buy Breaktalk products took a big hit from the soya bean milk saga.

However, the chart shows signs of recovery just after 28 August, the day on which the company announced it would give away thousands of free pork buns and donate $50,000 to charity.

YouGov’s BrandIndex is measured by perception of quality, value, overall impression of the brand, satisfaction, and recommendation.


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