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
Filling a 20,000 sqm event space was only part of the challenge—doing it over a 21-day run, while launching a new event into Singapore’s crowded Christmas calendar with minimal awareness, raised the stakes entirely. When the team behind the inaugural World Christmas Market Singapore needed a PR and KOL partner to put their holiday extravaganza on the map, they came to Mad Hat Asia.
With ambitious KPIs and a tight runway, we deployed a focused three-part strategy: story-driven press release distribution that built anticipation well ahead of opening, end-to-end on-ground KOL and media hosting that generated authentic coverage across social and digital platforms, and strategic spokesperson profiling to give the event a credible, human voice in the press.
The results set a new benchmark for event PR in Singapore. Against a target of 100 pieces of coverage, we delivered 507. PR value hit SGD 4.27M against a SGD 1.5M target. Total reach came in at over 44M on social media alone, with top-tier placements across The Straits Times,CNA, Mothership, Tatler Singapore and more. Most importantly, 148,965 visitors walked through the gates — nearly 50% above the target footfall.
Planning an event launch in Singapore and want PR and KOL coverage that actually drives footfall and media attention? This is what Mad Hat Asia delivers. Get in touch at hatters@madhat.asia
Launching an FMCG product across three markets in three weeks is no small feat. When Häagen-Dazs came to Mad Hat Asia to launch their limited-edition Emily in Paris range across Singapore, Malaysia and Thailand, the brief was clear: make it feel like fashion, not just ice cream, and do it simultaneously across three distinct media landscapes.
With tight timelines and strict global guidelines from Paramount, Netflix and Häagen-Dazs we built a campaign that worked as hard regionally as it did locally. We repositioned Häagen-Dazs within the fashion and lifestyle space through a tri-market watch party for top-tier media and creators, bespoke creative product drops, and a tiered consumer goods KOL strategy designed to drive social buzz and earned coverage across all three markets.
The campaign significantly exceeded targets across the board. Singapore delivered SGD 432,275 in PR value, Malaysia RM 1,444,721.50, and Thailand THB 5,560,632. Three physical events drew 80 attendees with a 98% attendance rate — proof that when FMCG marketing is done right, it doesn't just sell product, it builds brand equity.
Planning a regional FMCG launch and want results that actually move the needle? Let's talk at hatters@madhat.asia
