Singapore already has some of the world's most passionate foodies. So when Blake Harris Entertainment tasked Mad Hat Asia with making the 32nd edition of Singapore Food Festival the culinary moment of the year, the challenge wasn't awareness —it was standing out in a city where F&B events, activations, and launches are happening on every corner all at once.
The campaign needed to travel beyond Singapore's borders and land internationally. We led a multi-pronged approach across 3 weeks that the event was happening: crafting story-led press releases that went well beyond standard event announcements, curating on-ground food KOL and media hosting that made every touchpoint shareable, and profiling festival spokespeople as genuine thought leaders in Singapore's food culture. Every activation was designed to hit hearts, feeds and headlines at once.
The numbers tell the rest of the story. Against a target of SGD 800K in international media value, we delivered SGD 1.8M — more than double. Total PR value hit SGD 6M against a SGD 5M target, with 373 pieces of coverage across The Straits Times, Travel + Leisure, Lifestyle Asia and more, reaching 272 million people worldwide.
Want PR and food KOL results that actually move the needle for your next F&B event in Singapore? Get in touch at hatters@madhat.asia