We partnered with a curated group of food, culinary, and B2B influencers to spotlight the SG Farmers’ Market and promote the use of locally sourced produce through engaging recipe content. The initiative aimed to boost visibility for the event and drive active consumer participation and purchase intent across Instagram and TikTok.

Core Pillars:

– Cross-Niche Influencer Collaboration: Each activation involved 10 influencers across the food, cooking, and B2B verticals. This strategic mix enabled the campaign to connect with a broad yet targeted audience — from everyday home cooks to professionals — expanding the market’s reach and relevance.

– Recipe-Driven Storytelling/span>: Influencer content highlighted not only the SG Farmers’ Market events but also featured creative, recipe-based applications using fresh local vegetables. This narrative brought the market’s offerings to life and underscored the freshness, quality, and versatility of local produce.

– Multi-Platform Amplification: Content was rolled out across Instagram and TikTok to ensure maximum visual impact and reach. The dual-platform approach was instrumental in building awareness, driving attendance, and encouraging direct consumer action through entertaining and informative storytelling.