"This is the first time we are doing this, and we are open to exploring further opportunities with other noteworthy hawkers in Singapore," Tan added. She explained that hawker stall was chosen because it is run by a multi-generational family of hawkers and it is dedicated to freshness. First Street Teochew is also widely recognised as one of the top 10 fish soup stalls in Singapore.
"Teochew fish soup is a clean and light meal, with a focus on the flavours of the fish — this makes freshness an important factor and makes it the perfect dish to showcase the freshness of RedMart's produce," she said.
To redeem, interested parties just have to like RedMart's Facebook page or Instagram account and dine in any time from 10am to 3pm on 5 March at the hawker stall in Serangoon. Other than its "Freshness Recognition Challenge" event page on Facebook, RedMart has also posted a heart-warming video featuring the stall's founder and two sons, who have taken over the business. The two-minute clip, which talked about the ins-and-outs of the job and how the stall came to grow in popularity since 1980s, has since garnered 158,000 views and 825 shares and introduced its campaign hashtag, #FRChallenge.
The collaboration is promoted through a mix of owned, earned and paid media including outreach via social media and influencers, said Tan. Additionally, she said RedMart has managed to generate a lot of buzz due to word-of-mouth and First Street Teochew Fish Soup's strong reputation.
The "Freshness Recognition" campaign launched last month is the first work by its agency, The Secret Little Agency. To highlight RedMart’s capabilities in delivering the “freshest” items for its customers, three videos on unbroken cold chain, touch-free journey, and quality verification were released. About 90% of the campaign efforts are on social and digital.
Marketing has reached out to RedMart for more comments.