Tiger pays tribute to Singapore’s iconic hawkers in new campaign to preserve street food culture

Tiger Beer has kicked off a second phase of its campaign to preserve Singapore’s street food culture amid the continual emergence of high end restaurants.

The campaign, created by BBDO Singapore, aims to encourage Singaporeans to show their appreciation and gratitude to hawkers while illustrating the iconic status they hold in the citystate.

The first phase rolled out in April.

The first of two new films has been released which tells the story of Wong Li Er who hands food coupons to the elderly twice a month to redeem meals at her stall, Cambridge Rd Hong Kong Roast Pork.

A second film, “Tiger Street Food – Truly Test Kitchen”, which features 27-year-old foreign exchange banker-turned-hawker Deniece Tan, will be released next week.

“Tiger Beer is committed to championing our local street food heritage; we have to acknowledge the people who have worked hard to sustain this integral part of our culture,” said Venus Teoh, head of marketing, Asia Pacific Breweries Singapore. “Knowing that their efforts have not gone to waste and that their food is enjoyed and appreciated is what keeps our hawkers going.

“And for all that they do, it’s time to say thank you.”


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