Australian Pork reframes CNY prosperity beyond the size of the feast

Australian Pork has launched a Chinese New Year campaign in Singapore challenging traditional ideas of prosperity at the reunion table, shifting the focus from abundance to trust, quality and peace of mind.

The campaign features MasterChef Singapore judge and author Audra Morrice, who positions ingredient integrity as central to modern celebrations. As part of the campaign, Morrice made surprise visits to three local food creators, Eric Youn (@esyfilms), Daren Teo (@thepantryboy) and Shuang Yu (@aflouryspace), capturing unscripted moments as they prepared festive dishes using Australian Pork.

In the first video, Morrice bumps into Teo just after a grocery run and challenges him to cook something on the spot. Teo, who is testing a Chinese New Year recipe, invites her into his home, where they prepare pork trotter vinegar. During the cook-along, Teo shares why he consistently chooses Australian Pork for its freshness, before the pair sit down to discuss why the dish is a CNY staple.

  Don't miss: SKM serves up friendly rivalry and sweet treats in cheeky CNY film

In the second instalment, Morrice meets Youn and asks him to cook a reunion meal for her. Back at his home, Youn prepares two Korean dishes, 'yukjeon' ('pan-fried battered meat') and 'tteokguk' ('rice cake soup'), using Australian Pork. As they cook, the duo discuss how these dishes come together during the festive period and the role food plays in family celebrations.

The final video sees Morrice visiting Yu’s home, where she is tasked with preparing a Chinese New Year-inspired dish. The pair cook taro pork ribs, with Yu highlighting the freshness of Australian Pork, before bonding over the completed meal and its significance during the festive season.

The content aims to showcase how quality ingredients translate into everyday cooking, from simple stir-fries to reunion centrepieces.

Australian Pork said the campaign reinforces its positioning around cleanliness, safety and quality, supported by its APIQ production standards and biosecurity measures. These attributes are also embodied in its long-running “Flying Pig” mascot, which has appeared in the Singapore market for over two decades.

The Chinese New Year content series is currently live across Morrice’s and participating creators’ Instagram channels, with the Flying Pig also returning across outdoor and digital placements during the festive period.

“Prosperity at the reunion table is about more than just wealth; it’s about the richness of the connections we make over a meal,” said Morrice. “When cooking for loved ones, your confidence starts with trust. When you know your produce is of the highest quality, and as fresh and clean as Australian Pork, you can totally focus on the love you’re putting into the dish. That confidence is the ultimate luxury in any kitchen.”

The campaign comes amid a broader shift among brands towards more intimate, everyday interpretations of Chinese New Year. Last month, FairPrice Group rolled out its 2026 festive campaign, “Every celebration made a little better”, which focused on small, familiar moments rather than grand gestures.

Built on its “Every day, made a little better” brand platform, the Mandarin-first campaign features three 30-second films directed by Tariq Mansor and produced by Cutscene. The films spotlight everyday scenarios, with FairPrice playing a supporting role through products, services and offers that quietly enable families to spend more time together.

Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing.

Related articles: 
Tiger Beer unleashes first-ever lion dance troupe to spread CNY cheer across SG   
TBB twists tradition with bak kwa kouign amann this CNY   
Geneco marks CNY with playful music video and next-gen sustainability drive