Singapore Public Bus Ad Campaign for PHL’s Century Tuna and Sardines Kicks Off

Consumers across key satellite towns in Singapore will soon see Century Tuna ads affixed on Bus Numbers 22, 81, 69, 99 and 240 from June 22 to September 15. A major importer of Philippine products to Singapore, Orient Pearl Foods, has commissioned the public bus ad campaign.

The ad campaign will also coincide with the FairPrice Yellow Dot project. The Yellow Dot helps grocery shoppers to find the lowest-priced items. Covering a wide range of daily essentials, products marked with the Yellow Dot indicate the lowest-priced item within their respective product selections. And because Century Tuna products will be included in the Yellow Dot campaign, shoppers will be assured that Century tuna and sardines will have the lowest prices in its particular category.

According to Orient Pearl’s Mr. Muthu Murugaiyan, while the Century Tuna brand is already a top seller in Singapore, the packaging for those sold in Singapore has been changed to cater to the discriminating tastes of the market. Marked “red label” which means that a product is of the highest quality, Century Tuna that will be sold in Singapore will contain a predominantly red background, instead of the white background with which Filipinos are more familiar.

In 2014, Philippine food exports to Singapore increased by 10% from 2013, totalling US$120 million. Export of tuna products contributed US$5 million, recording an increase of 11% compared with 2013 data. Processed, fresh, beverage and marine categories topped the Philippine food exports to Singapore.

The market in Singapore includes the affluent and quality-conscious Singaporean consumer, the increasingly growing Singaporean food service industry, the large Filipino community, the ship chandling industry and the neighboring regions.

Source: www.dfa.gov.ph