Fisherman’s Friend is ‘chope-ing’ hearts (and tables) this SG60

Fisherman’s Friend is tapping into Singapore’s iconic hawker culture with its latest campaign, “Chope first, soothe after,” paying tribute to the local ritual of reserving seats or “chope-ing” at hawker centres.

Launched in partnership with SKALE and GrowthDesk Studios, the campaign celebrates Fisherman’s Friend’s 160th anniversary alongside Singapore’s 60th national day, doubling down on the brand’s promise to be “always by your side.”

Taking place at seven hawker and food courts islandwide, diners can scan a QR code to launch a WhatsApp chat with Ottie, the Fisherman’s Friend chatbot inspired by the well-loved Singaporean otter, to claim a free pack of lozenges and a limited-edition “chope” card featuring local dishes and the mascot.

Don't miss: Nufresh flips Singapore’s ‘chope’ habit to spark hygiene talk

Beyond on-ground sampling, the brand is extending the experience in-store. Shoppers who spend at least SG$4 on Fisherman’s Friend products and upload their receipts via the chatbot will receive sure-win SG60 memorabilia. Memorabilia include four designs of Little Ottie enamel pins available from 17 July to 12 September, followed by three Little Ottie pop socket designs from 13 September to 17 October.

There’s also a monthly lucky draw, with every receipt submission granting an entry to win a limited-edition Little Ottie plushie blind box. Sixty winners will be drawn each month in August, September and October.

“Chope first, soothe after” will run from 17 July to 17 October. 

According to Chin Guan, executive director for GBA Corporation (S) Pte Ltd, Fisherman’s Friend’s exclusive distributor in Singapore, the campaign aims to honour the everyday moments that define Singaporean life. 

“The art of ‘chope-ing’ embodies the local spirit. Fisherman’s Friend has always been by your side and this campaign brings that promise to life by helping Singaporeans secure a spot at their favourite hawker centre, reminding them that we’re there to support them in ensuring a fresh feeling after their meal,” explained Chin Guan. 

In tandem, Yuet Whey Siah, founder and CEO of SKALE said that the agency wanted to elevate the 'chope' concept beyond the moment by offering Singaporeans a practical hawker companion in the form of a 'chope' card and limited-edition collectibles.   

"We aim to build an authentic connection by celebrating what makes Singapore unique. The seamless integration of WhatsApp chatbots makes this experience an accessible experience for every generation of diners,” added Siah.

Interestingly, Fisherman's Friend is not the only one to be tapping into Singapore's 'chope' culture in recent campaigns. 

Tissue pack brand Nufresh had also taken over tables at Maxwell and Amoy Food Centres with food-safe wipes disguised to look like typical tissue packets Singaporeans leave behind to 'chope' their seats. The twist? Each pack doubled as an invitation to wipe before they eat. Reactions were captured on hidden cameras and seeded by influencers. 

Beyond the surprise, the stunt doubled as a product education push, highlighting Nufresh’s food-grade, rinse-free, alcohol-free wipes that are gentle enough for pacifiers and utensils. At the same time, QR codes on the pack drove people straight to the brand's Shopee store, unlocking discounts for diners.

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