SongHe Rice is a household brand that most Singaporeans who cook would already be familiar with. This younger demographic SongHe was targeting would already be aware of the brand, but SongHe wanted to more actively engage these millennials and show that they were the brand of choice for this newer generation. 

Singaporeans, and millennials in particular, are known to be a travel-loving group. Furthermore, millennials interested in home cooking and cuisine would likely be avid food tourists, as well as consumers of food photography and food travel video content. Sensing that these Singaporeans would be deeply affected by the travel bans during the pandemic, Tong Seng and Kobe decided to structure an influencer marketing campaign around the concept of recreating the holiday food tourism for them. 

The Kobe Relevance Concept is Kobe’s unique content strategy methodology that emphasises relevance and value for all stakeholders involved in a campaign.

While these Singaporeans were not able to leave their homes during the crisis, they could help to recapture the magic of enjoying international cuisine. To sate their need to travel and chow down on good food, Tong Seng collaborated with a selected group of influencers known for their travel and food photography to create a series of inspiring images featuring different rice dishes from around the world. These posts would also serve to inspire Singaporeans to embark on a global culinary experience in their own home kitchens with SongHe rice.

In each post, the influencers spoke candidly about how much they missed travelling and shared an image of a home-cooked rice dish—made, of course, with SongHe rice—from a travel destination of their choice. Followers were also asked to share where they wanted to fly off to and what rice dish they were most looking forward to having once the travel ban was lifted. SongHe rice was then given away to a few lucky commentors so they could get started on making these rice dishes.