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Tiong Bahru Bakery's takeaway box comes to life in pop-up

Tiong Bahru Bakery's takeaway box comes to life in pop-up

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Singapore homegrown bakery, Tiong Bahru Bakery, will be launching a pop-up installation to commemorate its 10th anniversary. Located outside Raffles City Shopping Centre, the installation takes the shape and size of the bakery's giant-sized takeaway box and cups. The pop-up is done in collaboration with Deliveroo, Citibank, and Raffles City.

As for the creative concept behind the pop-up installment, a Spa Esprit Group spokesperson told MARKETING-INTERACTIVE that the idea was conceptualised by the in-house team, and was a fun play on the phrase, "The Biggest Takeaway". Additionally, the campaign is reflective of the support its community and guests has given the bakery in the past two years during the COVID-19 pandemic where takeaways and deliveries were the primary way F&B operated. 

From 27 May to 12 June, as part of the campaign, Tiong Bahru Bakery will serve up complimentary croissants and cold brew coffee at various timings throughout the day. 

Apart from food and beverages, the pop-up installation will also offer interactive activities, as well as exclusive deals and giveaways, to thank the public for their support over the last 10 years. For instance, visitors can pen down their favourite moments at the bakery, and slip them into letterboxes on site. Additionally, they can also take pictures and videos at the optical illusion exhibit that the pop-up installation houses, and stand a chance to win exclusive Tiong Bahru Bakery merchandise by uploading them on Instagram or TikTok. 

The spokesperson added that Raffles City was chosen due to the bakery's close working relationship with its long-term landlord, CapitaLand, which has "always been supportive of [its] various initiatives". Tiong Bahru Bakery opened an outlet in Raffles City in 2012 and it aims to use the pop up to share the brand's journey and bring communities together. Among the list of marketing initiatives for The Biggest Takeaway include partnerships, digital, social media, and in-store communications as well as media outreach.

Tiong Bahru Bakery was established in May 2012 and offers a range of French pastries and artisanal breads. According to the bakery, its croissants and cakes such as Kouign Amanns are well-received by many Singaporeans. The brand aims play a part in revolutionising the way locals enjoy bread with bakes, and sparked French bakery trends. 

Separately, last year, the bakery made headlines when it rebranded its brioche-scented handwash. Initially named "Brioche N°5", which was similar to Chanel's fragrance "N°5", Tiong Bahru Bakery renamed it to "avoid any potential confusion with 'other brands that are in the beauty market'", according to a previous statement to MARKETING-INTERACTIVE. 

While pop-ups are not new among brands, they are making a comeback especially with markets opening up. Last month, Coach opened its second bespoke pop-up store, “Coach’s Bagel Shop”, in collaboration with Two Men Bagel House to bring a unique and experiential retail concept inspired by the dynamic spirit of New York City to Singapore. The pop-up store ran from 9 April to 8 May and aimed to give the local community an imaginative taste of Coach’s hometown.

A limited-edition menu was created for the pop-up shop which also sold the Spring 2022 collection by Coach. Exclusive co-branded merchandise such as water tumblers, enamel pins and stickers were also offered as gift options.

Meanwhile, Chivas also took over coffee bar Chye Seng Huat Hardware earlier this month for its Chivas pop-up cocktail bar on-site. In addition to the pop-up bar, there were physical and digital experiences for visitors to enjoy, including new NFT art releases, panel talks, digital gamification experiences to be played in real life, DJ and Dance battles, and Chivas whisky tasting sessions.

Additionally, just last month, convenience store chain 7-Eleven launched a pop-up store for its sub-brand 7CAFÉ. It is located in Mong Kok, and offers beverages and delivery services in order to offer greater convenience for customers. According to 7-Eleven previously, the launch of the pop-up store 7CAFÉ+ is aligned with the brand's commitment to providing customers with "good quality and good value products." 

Related articles: 
Tiong Bahru Bakery rebrands handwash to distance from Chanel fragrance
Tiffany & Co. partners Tiong Bahru Bakery to make Breakfast at Tiffany's a reality

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