2025 in review: Campaigns that turned heads in Singapore

2025 has been a wild ride for marketers. From nostalgia-fuelled activations that brought memories back to life, to unexpected collaborations that had Singaporeans stopping in their tracks, and food-focused campaigns that turned ordinary moments into shareable experiences, brands pulled out all the stops this year. Creativity has been at an all-time high, and the results prove that you don’t need a screen to make an impact.

Some campaigns turned heads across the city, others rewrote the rules of engagement, and a few managed to do both while leaving a lasting mark on culture. Whether it was clever storytelling, immersive experiences, or reimagining beloved icons for a new generation, the brands that dared to think differently stood out, while the rest were playing catch-up.

Before 2025 fades into the history books, here’s our roundup of the five campaigns that truly defined the year, proving that marketing isn’t just about selling; it’s about creating moments people actually remember.

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FairPrice's SG60 chips puts local flavour in every crunch

FairPrice didn’t just celebrate Singapore’s 60th birthday, it served it up in a bag. The supermarket giant launched three limited-edition housebrand chips inspired by local favourites: kopi, laksa, and black pepper crab. Available from July to September, the tongue-in-cheek flavours let shoppers literally taste Singapore’s hawker heritage.

The campaign went beyond store shelves, too. FPG sponsored over 400,000 packs of its truffle chips for National Day Parade funpacks, putting the brand front and center during the country’s biggest annual celebration. Nearly half a million snack-sized moments ensured FairPrice wasn’t just part of the holiday, it was part of the conversation.

Read more here. 

The mysterious sponge man along Orchard Road is actually a Lazada campaign

Lazada kicked off 2025 by turning Singapore’s iconic Orchard Road into an impromptu fashion runway. Enter “Sponge man”: a model donning a gown made entirely of sponges, strutting past shoppers who couldn’t resist snapping photos.

The stunt, created in collaboration with BLKJ Havas, highlighted Lazada’s playful approach to turning everyday items into style statements, while reinforcing its promise of competitive prices across essentials and trending fashion alike. Sometimes, all it takes is a little sponge to make a big splash.

Read more here. 

LiHO TEA unveils edible cup covers that melt into your drink

LiHO TEA brewed up a sweet twist for Chinese New Year with its limited-time “God of fortune” milk tea. Each classic milk tea came with a glutinous rice paper cover that melted into the drink, plus an exclusive festive cup sleeve spreading wishes for prosperity.

Taking the celebration further, customers who ordered two large milk teas scored a set of limited-edition snake-themed red packets, a playful nod to tradition with a collectible twist. By turning a seasonal favourite into an interactive experience, LiHO TEA made sure its brand was front and centre during one of Singapore’s most important cultural moments.

Read more here. 

Milo SG marks 75 years with plushies that look good enough to eat

To mark its 75th anniversary, Milo Singapore turned nostalgia into collectibles. Following the launch of its Milo van sachets, the brand released a series of exclusive plushies inspired by local breakfast and snack favourites, from kaya toast and soft-boiled eggs to gem biscuits and Milo packets.

Showcased across Instagram as a “breakfast party” and “breaktime party”, the campaign leaned on playful, shareable content while reminding consumers that Milo has been fuelling Singaporeans for generations. It was a soft, cuddly way to blend brand heritage with cultural relevance.

Read more here. 

UNIQLO serves up local breakfast with Ya Kun Kaya Toast collab

For Singapore’s SG60 celebrations, UNIQLO turned local breakfast culture into wearable art. Partnering with heritage brand Ya Kun Kaya Toast, the fashion retailer launched a limited-edition UTme! T-shirt collection featuring six exclusive Singapore-themed designs, from scenes of Ya Kun’s original Far East Square store to playful coffee shop lingo like “Order coffee like a pro”.

Shoppers could customise their tees in-store for the first time, while limited-edition keychains tied to the collaboration gave fans another collectible keepsake. By merging fashion, heritage, and foodie culture, UNIQLO made it easy for Singaporeans to show off their local pride, and maybe even their kopi order skills.

Read more here. 

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