In Singapore's fiercely competitive dining scene, a new menu launch rarely makes headlines. A cultural moment does. When Bulgogi Syo partnered with celebrity chef Choi Hyun-seok of Culinary Class Wars fame, they didn't just want buzz — they wanted the collaboration to feel like a live episode of Culinary Class Wars. They brought in Mad Hat Asia to make it happen.
The challenge was standing out in a city saturated with chef collabs and F&B launches. We needed to go beyond a standard media push and build a campaign with real narrative weight. Our answer was "Memories on a Plate" — a storytelling-led campaign built around four exclusive dishes inspired by Chef Choi's iconic TV moments, brought to life through a 360° communications plan spanning strategic PR, bespoke media drops, and intimate KOL and media tasting events.
The results spoke for themselves. The campaign generated 111 pieces of coverage in a month across top-tier local and regional media including The Sunday Times, Prestige, Time Out and Lifestyle Asia, delivering over SGD 1.1M in PR value and 44 million in total reach. Bulgogi Syo didn't just launch a menu — they owned the K-dining conversation in Singapore.
Ready to turn your next F&B launch into a cultural moment? Drop us a note at hatters@madhat.asia
Filling a 20,000 sqm event space was only part of the challenge—doing it over a 21-day run, while launching a new event into Singapore’s crowded Christmas calendar with minimal awareness, raised the stakes entirely. When the team behind the inaugural World Christmas Market Singapore needed a PR and KOL partner to put their holiday extravaganza on the map, they came to Mad Hat Asia.
With ambitious KPIs and a tight runway, we deployed a focused three-part strategy: story-driven press release distribution that built anticipation well ahead of opening, end-to-end on-ground KOL and media hosting that generated authentic coverage across social and digital platforms, and strategic spokesperson profiling to give the event a credible, human voice in the press.
The results set a new benchmark for event PR in Singapore. Against a target of 100 pieces of coverage, we delivered 507. PR value hit SGD 4.27M against a SGD 1.5M target. Total reach came in at over 44M on social media alone, with top-tier placements across The Straits Times,CNA, Mothership, Tatler Singapore and more. Most importantly, 148,965 visitors walked through the gates — nearly 50% above the target footfall.
Planning an event launch in Singapore and want PR and KOL coverage that actually drives footfall and media attention? This is what Mad Hat Asia delivers. Get in touch at hatters@madhat.asia
Launching an FMCG product across three markets in three weeks is no small feat. When Häagen-Dazs came to Mad Hat Asia to launch their limited-edition Emily in Paris range across Singapore, Malaysia and Thailand, the brief was clear: make it feel like fashion, not just ice cream, and do it simultaneously across three distinct media landscapes.
With tight timelines and strict global guidelines from Paramount, Netflix and Häagen-Dazs we built a campaign that worked as hard regionally as it did locally. We repositioned Häagen-Dazs within the fashion and lifestyle space through a tri-market watch party for top-tier media and creators, bespoke creative product drops, and a tiered consumer goods KOL strategy designed to drive social buzz and earned coverage across all three markets.
The campaign significantly exceeded targets across the board. Singapore delivered SGD 432,275 in PR value, Malaysia RM 1,444,721.50, and Thailand THB 5,560,632. Three physical events drew 80 attendees with a 98% attendance rate — proof that when FMCG marketing is done right, it doesn't just sell product, it builds brand equity.
Planning a regional FMCG launch and want results that actually move the needle? Let's talk at hatters@madhat.asia
The Total Protection Pads were coming in with a new design that has stronger ‘Overnight’ cues and as a new innovation, Kotex also wanted to continue the buzz and talkability around the Kotex Overnight Panties.
Seeing as both variations fall under the Night and Protective Guard category - we created a campaign which will allow us to feature both variants seamlessly.
In conjunction with Kotex’s anniversary and celebrating 100 years of championing women progress, Kotex wanted the Limited Edition range to be more than just an exclusively designed pack. So Kotex collaborated and commemorated local icons who are an embodiment of the brand values and have continued to pave the way for women progress in Malaysia.
One of the most coveted and best-selling of all the Cadbury Caramilk chocolate was set to launch in Singapore, after just a few short months off shelves in other countries.
By bringing together two of Malaysia’s favourite snacks into one delicious chocolate bar, Cadbury Dairy Milk invites chocolate fans everywhere to indulge in this new combination that’s better together and special in its own way.
Nutox, the revolutionary skincare solution, launched their new Youth Restoring range which provides Malaysian women with the combination of powerful anti-aging properties and gentle nurturing ingredients suitable for the most sensitive of skins at an affordable price range.
Parents want the best for their kids simply because of love, making Cadbury a trusted, quality product and the perfect brand for parents to show their affection. With this in mind, we came up with an overarching campaign titled #CadburyWithLove and created various platforms to bring this concept to life, aimed at cultivating the parent to child bond.
Amazin’ Graze is a local snack startup that creates snacks that are natural, tasty, locally inspired and cost-effective. With a firm belief that you are what you eat, the brand understand that good food is a key ingredient to living an impactful & happy life.
What does Cadbury and the Premier League have in common you may ask? Well, for one thing, they both spark joy! Cadbury, the world’s best-selling confectionery brand under Mondelēz International, and leading football authority the Premier League, recently extended their partnership to Malaysia, the first country outside of the UK to do so (go Malaysia!).
