Gen Z perspectives: Our favourite National Day campaigns

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

This week, we tucked into some of our favourite National Day campaigns ahead of Singapore's 61st birthday. From Lau Pa Sat turning hawker culture into a playable game, to Luckin Coffee getting 'stylo' with MILO, and McDonald's teaming up with Old Chang Kee for curry-filled goodness, there was plenty to feast on.

We know you're hungry for this. 

Don't miss: Gen Z perspectives: MTI's agency picks, UNIQLO's local love and the evolution of K-culture

1. Lau Pa Sat gamifies hawker culture for National Day

Lau Pa Sat is turning Singapore's hawker culture into a playable experience this National Day through a new integrated campaign created by independent creative agency Sweatshop, in collaboration with local game publisher SYNT Studio.

Dubbed "Feast for our national pride", the campaign positions supporting hawkers as an act of national pride, encouraging Singaporeans to celebrate one of the country's most recognisable cultural institutions by continuing to patronise the people behind it.

Read more here. 

2. Luckin Coffee gets 'stylo' with MILO this National Day

Luckin Coffee is leaning into Singaporeans' love for familiar flavours this National Day through a limited-time collaboration with MILO, as brands continue to tap nostalgia and local tastes to strengthen consumer connections.

In conversation with MARKETING-INTERACTIVE, Luckin Coffee said the collaboration was designed to reimagine a drink that has long been part of Singaporeans' everyday lives into a modern coffee experience.

Read more here. 

3. McDonald's and Old Chang Kee are currying favour this National Day

Singapore's love for curry is taking centre stage this National Day as McDonald's Singapore partners with homegrown snack chain Old Chang Kee on a limited-time menu celebrating one of the country's most iconic flavours.

Ahead of the launch, the brands fuelled curiosity on Instagram with a teaser image showing an Old Chang Kee curry puff tucked inside a McDonald's paper bag, prompting fans to speculate about the crossover before the full collaboration was unveiled.

Read more here. 

Related articles: 
Tiger Beer takes National Day celebrations beyond the parade   
Klook puts migrant workers at the heart of National Day celebrations  
Shell puts Monchhichi in the driver's seat this National Day