Client: Knorr Singapore (Unilever) | Category: FMCG, Food, Seasonings, Stocks & Cubes | Scope: National Day Festive Campaign, Key Visual Design, POSM, OOH Placements, Retail Promotional Materials | Market: Singapore | Year: 2025 | Agency: Laugh Contagious Communications, Kuala Lumpur (Cross-Border SEA Campaign)
For most brands, claiming a patriotic moment requires a stretch. For food brands, the connection is genuinely earned — the dishes that define a nation are the dishes a food brand quietly powers. Knorr Singapore's "Taste of Home" National Day campaign leaned into exactly that: a food brand isn't decorating itself in national colours, it's already part of how the country eats.
OOH placement — the campaign extending from the supermarket aisle into the streetscape.
The campaign brings together iconic Singaporean dishes, familiar cultural references, and celebratory storytelling to anchor an emotional connection between food, heritage, and national pride. Rich food styling, vibrant national colours, and playful illustration elements reinforce Knorr's role in elevating everyday cooking — while keeping the visual language warm, approachable, and unmistakably festive. The system extends across key visuals, POSM, OOH placements, and retail promotional materials, designed for consistency between in-store visibility and high-traffic public environments throughout Singapore's National Day celebration window.
The "Taste of Home" hero — iconic Singaporean dishes positioned as the most legitimate carrier of national pride a food brand can claim.
Singapore-based brand managers regularly look across the causeway for creative partners — for the cost efficiency, the design talent depth, and the agility of working with a Kuala Lumpur-based team that genuinely understands the Singaporean consumer. The trick is delivering work that feels distinctly local while operating from a different market — and that's the discipline we apply to cross-border FMCG and food brand campaigns for Singapore, Malaysia, and the wider Southeast Asia region.
Capabilities applied to this project: Knorr Singapore campaign, Singapore National Day FMCG campaign, Singapore food brand campaign, cross-border creative agency SEA, Singapore festive campaign design, Taste of Home Knorr campaign, Singapore FMCG retail campaign, Singapore OOH festive campaign, Malaysian agency for Singapore brands, food category patriotic campaign, Singapore National Day POSM design.
Got a Singapore campaign that would benefit from a Kuala Lumpur-based creative partner? Let's talk across the causeway →
