News | PR

It’s a Wrap at The Asia Pacific
Sabre Awards 2016!

Holding its own amongst the big boys: The Mission Foods X Adam Liaw campaign –
a finalist in the Gold Category (Best Multi-Country Campaign) at the world’s biggest PR awards programme.

Mission Foods x Adam Liaw 04

Mission Foods x Adam Liaw 01

We’re pleased to announce that a campaign dear to our hearts was recognised on a regional stage! The Mission Foods X Adam Liaw campaign was nominated as a finalist in the Gold Category (Best Multi-Country Campaign) at The Asia Pacific Sabre Awards 2016 on 28 September in Hong Kong.

The Asia Pacific Sabre Awards 2016 is the world’s biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe. Organised by The Holmes Group, The Sabre Awards attracts close to 5,000 entries globally each year, serving as the premier showcase for the best that public relations has to offer and celebrating winning work via its annual awards dinners (attended by more than 1,000 industry leaders every year).

The Mission Foods X Adam Liaw campaign was created in response to a need in the market. Malaysian and Singaporean consumers were not convinced that flatbread products like wraps could be seamlessly integrated into the Asian kitchen daily. They were also at a loss as to how to pair the products with ingredients and flavours that were well-suited to Asian palates. Identifying this as a key challenge that was hindering the potential exponential growth of Mission Foods’ products, the campaign was created as a synergised, dual-country public relations campaign to re-educate local consumers on the versatility of its products and introduce localised flavours to fuse the seeming disconnect between wraps and Asian culinary culture. Find out more about our campaign here.