Income Insurance brings joy and protection to street ice cream vendors

As part of its 55th anniversary celebrations, Income Insurance is partnering with Singapore’s remaining street ice cream vendors to give out free ice cream across the island during the National Day weekend.

The campaign, which runs on 9 and 10 August from 11am to 5pm, will see six carts set up in public locations at Bishan, Clementi, Eunos, Orchard, Punggol and Tampines. The initiative aims to spotlight the ice cream carts and the elderly vendors who have run them over the decades, many of whom are now in their senior years.

Income Insurance said the collaboration is a tribute to the ice cream carts that have served Singaporeans since the 1960s. While once a familiar sight across the country, fewer than 15 ice cream carts are still in operation today.

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The insurer is also offering complimentary financial protection to participating vendors, in the form of its 'Enhanced SilverCare personal accident plan' for seniors or motorcycle insurance to cover the carts, depending on eligibility.

The move ties into the brand’s ongoing “Hand in hand, with Singapore. 55 years of care. 55 years of protection” campaign, which celebrates the company’s long-standing relationship with Singaporeans.

“As Singapore turns 60, Income Insurance also marks 55 years of protection and care, journeying with Singaporeans through the decades. In the spirit of marking these special milestones, we want to celebrate how far we’ve come, hand in hand together with our now-senior ice cream uncles and aunties. They are more than a mere memory, they represent the warmth, spirit and resilience that define who we are," said Dhiren Amin, chief customer officer at Income Insurance.

He added, "Through this weekend campaign, we extend how we’ve served Singaporeans’ financial planning and protection to the Ice cream uncles and aunties, while reconnecting Singaporeans with the joyful memories that make this country our home.”

The campaign adds to a string of recent brand activations by Income Insurance. Earlier this month, the insurer revived its stress ball mascot Max in a new regional campaign by BBH Singapore. In his latest outing, Max, now more agitated than ever, stars in ads promoting capital-guaranteed savings plans 'Gro cash plus' and 'Gro cash sure', aimed at middle-aged Singaporeans seeking stable growth with less risk.

In April, the brand also hosted an EV-only drive-in comedy show to raise awareness of electric vehicle adoption. Featuring comedians Fadzri Rashid and Eugene Soh, the 70-minute show poked fun at everyday driving habits with a uniquely Singaporean twist.

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