Normafresh

Idea

Selling frozen oysters in the Singaporean supermarket scene poses distinct challenges, given the local dynamics and consumer preferences. Firstly, Singapore enforces stringent food import regulations, necessitating rigorous quality control standards. It's important to note that fresh oysters tend to be more costly than their frozen counterparts. Singaporean consumers lean towards fresh seafood, often favouring wet markets where they can hand-pick live oysters.

Frozen oysters available in Singaporean supermarkets are primarily sourced from Japan, typically priced above SGD$36, making them rather expensive. Even though NormaFresh offers an alternative, sustainable source from Vietnam at a much more affordable price of SGD$17.50, there is an additional reputation-building aspect for Vietnamese oysters.

Being a newcomer in the Singaporean market, overcoming these challenges meant that NormaFresh had to deploy a nuanced marketing strategy while building a robust supply chain management system.

Strategy

The first step was to craft a compelling logo and establish a captivating visual language that exuded freshness and vitality. The incorporation of cutlery served as a symbolic representation of NormaFresh’s diverse food verticals, starting with its first product of frozen oysters. A holistic approach ensured the brand’s ethos could be conveyed across the board delivering a deep sense of purpose and identity.

The next step was to deliver this purpose everywhere, every time. To do this, we applied a novel approach that leveraged traditional marketing practices with a twist. Our team recognised the importance of showcasing NormaFresh's oysters' versatility, which led to the creation of a series of engaging cooking videos. These videos not only demonstrated how to prepare restaurant-quality oyster dishes at home but also emphasised the product's freshness and flavour. What made this strategy unique was the incorporation of a QR code on NormaFresh's packaging, allowing customers to scan it while shopping in the supermarket to access these informative cooking videos.

Branding

We collaborated closely with NormaFresh to develop its brand identity and packaging design, ensuring it effectively communicated the product's qualities. The packaging was developed after months-long survey of the competition. It was designed to stand out within its space, to ensure maximum visibility for immediate impact.

Chef Collaboration

We partnered with Grace Kee, locally renowned private dining chef, to create three enticing recipes tailored specifically for Pacific Oysters: Breaded Fried Oysters, Oyster Crab Chowder, and Oyster Omelette.

Digital Integration

We integrated the QR code onto the packaging, seamlessly directing customers to a dedicated website section featuring Grace Kee's recipe videos.

Results

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