Where
Chefs EatClient
Role
Format
Singapore Tourism Board
Creative Director, Creative Operations
Social
The Insight
Where Chefs Eat
To many tourists, the food scene in SG is all glitz and glamour: fancy, expensive and full of Michelin stars. Great for fine dining, but not exactly the Singapore food experience locals know and love.
So, how do we change that perception?
We went looking for the culprits behind Singapore’s fancy culinary reputation: the chefs.
What we found was interesting;
Behind the Michelin stars and tasting menus, these chefs were just as obsessed with the local food we all eat.
Where Chefs Eat
The Opportunity
So why not let the Chefs show us where they actually eat?
Where Chefs Eat
The Idea
Where Chefs Eat is an episodic series where Singapore’s top chefs share their favourite local food spots, taking audiences beyond the polished dining scene and into the Singapore they know.
Simple idea. But making it feel authentic was the real challenge.
1.
Feature the right chefs
We put the right chefs in the spotlight.
We featured influential chefs who genuinely shape Singapore’s culinary scene.
2.
Ask better questions
We asked better questions.
Instead of generic food recommendations, we engineered questions that unlocked the kind of insider knowledge only a chef could give.
3.
Lead with personality
We let personality lead.
No two chefs were treated the same. Their quirks, opinions and personalities shaped each episode, making the recommendations feel personal rather than scripted.
Where Chefs Eat
The Outcome
Turns out, people wanted to know where the chefs eat too.
Where Chefs Eat became Visit Singapore’s top-performing content series, and within its first year, won Gold at the Content 360 Awards for Best Social-first Strategy.
The series also achieved 27× higher engagement than the average Visit Singapore Reel, contributing to 21.6% month-on-month follower growth.
The proof of a culinary capital isn’t just in the stars afterall, it’s in the places where chefs eat