When Blake Harris Entertainment (BHE) hit us up for the Singapore Food Festival 2025 (SFF 2025), we knew it wasn’t just about food, it was about the feels.
This year’s theme, “Have You Eaten Yet?”, wasn’t just a greeting. It was an open invite to connect, share, and celebrate the thing Singapore does best: turning meals into memories. So we rolled up our sleeves, sharpened our storytelling knives, and got cooking.
The Brief
Make the 32nd edition of Singapore Food Festival the most talked-about (and tasted) one yet both locally and internationally.
The Goals?
Cook up SGD$800k in International Media Value
Hit SGD$5 million in total PR value
Lock in 400+ media & KOL features
Reach 20 million people around the world
Basically: make everyone hungry for Singapore.
The Challenge
Here’s the thing, in Singapore, everyone is already a foodie.
So how do you hype up a food fest in a city that’s literally obsessed with eating? We needed to turn another event on the calendar into the culinary moment of the year, one that the media, one that the media, KOLs, and fellow foodies couldn’t stop talking about..
What Mad Hat Asia Did
We went all in with a three-course plan:
Press Release Dissemination - We didn’t just send out news; we dropped crave-worthy stories. Think art meets appetite, tradition meets TikTok, and headlines that make editors drool.
On-Ground Media & KOL Hosting - We brought creators into the vibe. From the glam of “Food is Art” to the chaos of food-tasting fun, we made sure every angle was Insta-worthy, every bite was postable, and every guest left saying “OMG that was insane.”
Spokesperson Profiling - Turned festival faces into thought leaders. Because when you’ve got a story this good, you want people who can serve it with flavour.
Every touchpoint was designed to hit hearts, feeds, and headlines all at once.
The Impact
Let’s just say we over-delivered like GrabFood on double speed.
SGD$1.8 million in International Media Value (2x the target 🤭)
SGD$6 million total PR value
373 coverages across top-tier media like The Straits Times, Travel + Leisure, Lifestyle Asia, and more
272 million total reach
SGFF 2025 became the talk of town and the internet.
Takeaway
When you mix storytelling, strategy, and a little spice, that’s the Mad recipe.
We don’t just do PR. We build hype, culture, and conversation.
Want to see how your brand story can make a difference?
📩 Drop us a note at hatters@madhat.asia