Food Republic’s “Chope” tissue pack

Position: Head, Brand Development

Company: Food Republic

"Our food atrium concept is a showcase of our efforts to consistently reinvent ourselves and the dining culture among Singaporeans. Adopting eclectic, contemporary interior décor sporting the vibrant colours of street-food culture made popular in the 60s and 70s, the 900-seat Food Republic at Wisma Atria has 14 stalls of local hawker fare and eight mini restaurants offering international cuisine. This all-day eatery-atrium provides a one-stop dining destination for Orchard Road office workers, tourists and local shoppers.

"As ‘tissue-pack table reservation' is a common practice amongst Singaporean office workers and Food Republic symbolises local food culture, we decided to employ tissue advertising to create a table reservation (or ‘CHOPE') promotion for the launch of Food Republic at Wisma Atria. We felt that the practice of using a tissue pack to reserve your table is uniquely Singaporean, and it would be interesting to provide our target group with an actual Food Republic tissue pack with which to do so. An added incentive was that holders could purchase a soft drink at only $0.30 upon presentation of the pack. 

"Using tissue packs affords strong retention value as they're a useful media tool that ensures practical value to the customer. We've had people coming back to ask us for more packs to pass on to their colleagues to use during their lunch hours too.  

"These customised tissue packs -- made possible with the help of The Tissue Advertiser -- are given out through selective distribution channels at specific timings to ensure that they reach the right target audiences. Our ad on the packs will not only send our message across to our target audience but also create a natural talking point when they use it."