How GYG Singapore is pushing protein beyond the gym

Guzman y Gomez (GYG) Singapore is repositioning its double protein offering beyond gym-goers, tapping into lifestyle and entertainment to make it relevant for a broader audience. The first step? Partnering with Thai-born singer Sorn for an album-themed campaign tied to her latest release, Letters left unread. 

At the centre of the collaboration is “Sorn’s double protein meal”, a curated order based on the artist’s personal go-to. The bundle includes a spicy burrito bowl with double grilled chicken and guacamole, chipotle-seasoned fries with chipotle mayo, and a drink, priced at SG$18.90 on the GYG app for a limited time.

In conversation with MARKETING-INTERACTIVE, Adora Sarah Chou, chief marketing officer at GYG Singapore, said the partnership is designed to drive awareness, engagement and conversion simultaneously.

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She added that the brand is using Sorn’s high-energy lifestyle to reframe double protein as “creative fuel”, while tapping into the intensity of K-pop fandom through exclusive rewards and app-based mechanics.

Ten fans, handpicked by Sorn herself, also stand a chance to receive curated packages featuring her double protein meal, exclusive photocards, handwritten letters and GYG merchandise.

Beyond the menu, the collaboration extends into a sensory in-store experience, with tracks from Letters left unread played across all GYG outlets for 30 days, turning restaurants into a physical touchpoint for the album rollout.

Chou said Sorn was selected for her authenticity and alignment with the brand’s values, particularly her openness about her studio routines and need for high-quality fuel. The move also reflects a broader 2026 strategy to spotlight the functional benefits of GYG’s menu in more culturally relevant contexts.   

"This is about moving the double protein conversation away from just gym culture and into the lifestyle and creative sphere," added Chou. 

The collaboration also marks a first for GYG Singapore, combining a menu “hack” with an album launch to create what it describes as a more holistic artist experience within the quick-service restaurant space.It is also the brand's first time collaborating with an artist. 

The move builds on GYG Singapore’s broader push to localise and experiment with culturally relevant offerings. Last July, GYG introduced a limited-time laksa barramundi, blending Mexican flavours with a Singaporean staple as part of its “GYG goes local” strategy.

At the time, Chou said the initiative was driven by Singapore’s 60th anniversary, but added that strong consumer response reinforced the brand’s belief in localised innovation as a longer-term play. She also noted that such launches challenge GYG’s culinary team to push boundaries while staying true to the brand’s identity. The laksa dish followed the success of its earlier chicken rendang release, which saw positive feedback across customer surveys, reviews and social media, as the brand leaned on grassroots buzz and influencer engagement to drive awareness.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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