Kopitiam clinches In-store Campaign of the Year - Singapore accolade at Retail Asia Awards 2025

The company combined in-store engagement, digital interactivity, and media collaboration to redefine the modern hawker experience.

Kopitiam Investment Pte Ltd took home the In-store Campaign of the Year - Singapore award at the prestigious Retail Asia Awards 2025, thanks to its highly successful and innovative “Food Lovers” campaign.

In a city renowned for its diverse culinary offerings, decision fatigue is a real challenge for hungry diners. Kopitiam tackled this head-on with a campaign designed to guide customers through its wide variety of food offerings by categorising dishes into four clear themes: Seafood Lovers, Meat Lovers, Spicy Lovers, and Healthy & Green Lovers.

This simplified decision-making for customers and shone a spotlight on underappreciated dishes across its numerous outlets. “We want to highlight the connection between the food types we wish to promote and their relevance to the customer segment,” Kopitiam said.

To take the campaign beyond the food court, Kopitiam joined forces with Mediacorp’s 8 Days. Through this partnership, four engaging content pieces were crafted, each themed under individual “Food Lover” categories. They were also distributed across 8 Days’ editorial and social media channels. The 8 Days team likewise featured them on personal tastings and reviews to lend credibility and aspirational value to the featured dishes.

To complement the content strategy, the “Food Lovers” campaign introduced other promotions to increase in-store visits and drive digital engagement. Amongst these is the Food Lovers’ Lucky Spin, where customers can win prizes with every minimum spend.

Readers of the 8 Days digital content were also given access to exclusive $2 off vouchers redeemable at selected stalls via the FPG app. Meanwhile, tenants were engaged in the campaign through the introduction of eFlash voucher promotions.

Following the implementation of the Kopitiam exceeded its guaranteed 10,000 views for campaign content and hit an ROI that surpassed expectations.

By highlighting variety and tailoring content to food personalities, Kopitiam turned everyday meals into moments of delight. As the F&B landscape grows increasingly competitive, Kopitiam’s ability to blend authenticity with innovation offers a powerful example for retailers.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].