Dining at hawker centres is a daily way of life for many Singaporeans; the Health Promotion Board wanted to increase awareness and inculcate the importance of eating healthily while eating out. As part of this initiative, Bedok Hawker Centre was revamped to offer healthier food options to diners.
We were tasked to create a campaign that firstly; arouses the curiosity of the target audience; secondly, to encourage behaviour adoption (purchase of a Healthier Dining Option). With this in mind, we came up with the overarching message of “Healthy Meets Tasty”, fortified by the secondary tagline “Good for you and good to eat”.
To put the message across, we had to dispel the common perception that hawker food is only delicious when prepared the “traditional” (unhealthy) way. We created four key visuals, featuring nicely plated hawker fare set against a colourful background. The campaign messages are featured on the top half of the “plate”, contrasted with appealing images of food.
We also created supplementary collaterals such as tissue pamphlets, educational posters and pillar wraps.
