To align Tiger Beer with the South East Asian cultural hub, we were asked to produce a pilot festival.
in celebration of all things Singaporean with the main focus being on ‘Chilli Crab’, widely recognized as the unofficial national dish of Singapore.
Together with Tiger Beer, they formed the perfect ingredients for a unique festival in the heart of London’s East End, designed to increase awareness of the destination and expose the beer brand to its target audience of ‘early adopters’.
Pre-promoted through the Evening Stardard, Time Out and Olive Magazine, the ‘Tiger Beer Singapore Chilli Crab Festival’ ran across one weekend in September and was created in conjunction with the Singapore Tourism Board and Tiger Beers UK.
Over 6,000 visitors enjoyed traditional calligraphy demonstrations, henna tattoos and a live cooking demonstration by Violet Oon. Lion dancing, martial arts, acrobatic tumbling and dragon dancing took place three times a day on the main stage. Over 2,000 portions of Chilli Crab 2,500 cold bottles of Tiger Beer were sold across the weekend.
The festival was a huge success and returned to the East End across 3 consecutive years.