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Ramsay fires up love for SingTel

It seems like Hello Kitty has got nothing compared to Michelin-starred chef Gordon Ramsey.

Over a thousand people lined up this weekend at Newton Circus Food Centre for SingTel’s Hawker Heroes challenge.

On its social media site, most posts updated from the challenge received over hundreds likes (some close to 700 even) and over hundreds of shares. The event was done to push the content for the restaurant review portal HungryGoWhere.com which SingTel snapped up from GTW Holdings for SG$12 million earlier last year.

It was also telecast on the mioTV platform.

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Following the event, the Hungrygowhere FB page has over 16, 000 fans, most of whom were acquired during the event period.

While the event also copped a bit of flak with several attendees complaining about the crowd and not being able to see the star, most were appreciative of the concept and the experience.

The event was conceptualised nearly four months ago and the announcement to bring Ramsay on board was made earlier last month.

The SingTel Hawker Heroes challenge saw the Singapore hawker team emerge on top with over 1,000 attendees voting. Ramsay took home the prize for the best chili crabs of the night but lost out when it came to the famous Chicken Rice and Laksa war.

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Over the course of last week, the celebrity chef was seen frequenting local food court areas to learn of the local dishes from experts. And clearly, where Ramsey went, people followed.

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While known for his outrageous temper at Hell’s Kitchen, the chef remained relatively calm throughout the challenge and was a great sport.

When the challenge launched, some industry players expressed concerns saying Ramsay might be too polarising a name for SingTel, but SingTel pulled the event off successfully.

Well done SingTel!

And thanks for rightfully putting our local cuisines on the food map!

 
Rezwana Manjur
Southeast Asia Editor
Marketing Magazine Singapore
Rezwana Manjur, a true blue city girl and complete social animal, spends half her time sifting through advertising scandals, and the other half testing out brands' retail marketing strategies at the mall. She enjoys traveling and fantasising over the charming lads on hit TV show Mad Men. Most weekends, she turns nocturnal, except when brunch comes into play.

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