Singapore – RedMan, the renowned bakery supply store under Phoon Huat Pte Ltd, has partnered with The Secret Little Agency to launch its groundbreaking ‘#JustBakeIt’ campaign. This initiative is set to transform the gifting culture in Singapore, urging people to consider baked goods as the ultimate personal gift.
A Fresh Take on Gifting
The ‘#JustBakeIt’ campaign is more than just a marketing strategy; it’s a movement to rekindle the warmth and sincerity of handmade gifts. RedMan is encouraging Singaporeans to embrace the art of baking, not only as a creative pastime but as a meaningful way to forge deeper connections and authenticity with every bite.
Cheeky and Provocative Campaign Visuals
Featuring a series of witty and provocative key visuals, the campaign cleverly parodies the visual styles of famous luxury, tech, and electronic appliance brands. These visuals are strategically displayed along Orchard Road, Singapore’s bustling shopping district, capturing the attention of holiday shoppers and challenging the norms of traditional consumerism.
Engaging the Digital and Physical Worlds
In addition to its eye-catching outdoor visuals, RedMan’s campaign has a strong presence on social media and digital platforms. The goal is to make Singaporeans reconsider the value of a gift, moving away from insincere consumerism towards more thoughtful expressions of affection.
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‘RedManWithSign’ – A Unique Twist on a Global Trend
A unique aspect of the campaign is the ‘RedManWithSign’ initiative, inspired by the global social personality ‘@DudeWithSign’. This character will be seen at iconic spots along Orchard Road, sharing humorous and thought-provoking messages about gifting, urging shoppers to choose baking over buying.
Empowering Shoppers with Baking Skills
As part of ‘#JustBakeIt’, RedMan is offering baking classes and kits in its stores, empowering shoppers to create their own thoughtful gifts. Additionally, customers who capture a photo with ‘RedManWithSign’ can enjoy discounts on their baking purchases at RedMan stores.
A Larger Strategy to Celebrate Baking
This campaign aligns with Phoon Huat’s broader strategy to position baking as an essential Singaporean pastime. Swapnil Shah, head of omnichannel at Phoon Huat Pte Ltd, expressed, “Our collaboration with The Secret Little Agency has sparked a beautiful idea to redefine the essence of giving this Christmas season. We aim to ignite a spark in others, encouraging them to embrace the tradition of crafting handmade bakes as the ultimate personal gift.”
Challenging Consumerism with Creativity
Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, added, “In an age of mindless consumerism, our campaign aims to provoke thought and encourage Singaporeans to rethink their purchasing choices. We’re flipping the narrative of traditional ads, challenging the collective obsession with shopping, and bringing back the heartfelt gesture of baking.”
