Tiger Beer launches campaign to preserve Singapore’s street food culture

Tiger Beer is running a campaign in Singapore to preserve street food culture as traditional hawker centres make way for fancy restaurants in the citystate.

A series of videos, created by BBDO Singapore, tell the the stories behind Singapore’s iconic street food and the work that goes into sustaining this part of the local culture. The first of three films details how popiah is made locally.

In a second film, a Hokkien mee maker who wakes up at 4.30am every morning is featured.

And a third features the making of popular local dish Char kway teow.

The campaign, which is supported by print and digital, uses the hashtag #uncagestreetfood, building on the brand’s ‘Uncaged’ platform introduced regionally in 2014.

“Tiger Beer and Street Food are synonymous with our hawker heritage in Singapore. As the iconic Singapore beer, Tiger Beer seeks to reclaim the pride and passion for a fellow national icon by putting our local street food back in the spotlight,” commented Venus Teoh, Head of Marketing, Asia Pacific Breweries Singapore. “It’s time to preserve what we love.”


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