A Regional FMCG Product Launch PR Strategy, Built on One Idea
When Nature Valley needed to launch its new Protein range across Singapore, Malaysia and Thailand, they turned to Mad Hat Asia. The challenge wasn't just awareness – it was a perception shift. As an FMCG PR agency in Singapore, we repositioned Nature Valley Protein from wholesome snack to credible everyday protein, in a category dominated by global sports nutrition giants.
We anchored everything on Fuel Your Real – protein for real life, not elite performance. Singapore led with a branded Pilates experience at premium studio ALLY, generating strong visual content and credible advocacy that travelled across the region. A scalable KOL and seeding framework then extended the campaign into Malaysia and Thailand.
Eight paid KOLs drove consumer brand social media content showing Nature Valley fitting naturally into everyday routines. Branded merchandise extended recall beyond the launch event, keeping the brand embedded in daily life.
The result? SGD 2,042,549.52 in PR value. 257 pieces of coverage. A 26:1 ROI – delivered within USD 76,546. Nature Valley Protein entered the protein conversation credibly, and Mad Hat Asia proved what a PR-led regional model can achieve as a supermarket brand PR partner across Southeast Asia.
Planning an FMCG product launch or PR campaign in Singapore? Mad Hat Asia works with consumer brands across Southeast Asia to build PR strategies that shift perception and generate measurable impact. Get in touch at hello@madhatasia.com to start the conversation.