In partnership with Mission Foods, Adam created a collection of Asian-inspired recipes building on a variety of Mission wraps like garlic, potato, multi-grain, curry, and onion and chive. Adam’s recipes feature well-loved and familiar Singaporean-Malaysian flavours like Coconut Prawn with Spicy Tamarind Mayonnaise, Laksa Fried Chicken with Pineapple Salsa and Lamb Shank Rendang with Sweet Radish Achar to Korean favourites like Beef Bulgogi with Kimchi and the South Asian Roast Carrot Hummus and Avocado wrap. To kick-start this partnership, we created a mobile pop-up food cart called “The Little Red Cart” to leverage on the collaboration to bring Masterchef Adam Liaw and his wraps directly to the media!

The Little Red Cart moved across 4 different locations across 2 days, including Singapore’s major media offices like Mediacorp, SPH Magazines, SPH Dailies and Nuffnang (Singapore’s top blogging community). At the pop-up, members of the media tasted fresh and delicious wraps (Adam’s Beef Bulgogi with Kimchi and Carrot Hummus recipes were chosen for the cart) prepared by Adam himself! Numerous media interviews and photoshoots were also carried out across the three-day activation. On the final day, a Masterclass event was organised for media and selected Mission Foods Singapore Facebook fans to learn to create the wraps from Adam.

PR value for the project soared past $1 million with extensive coverage across Singapore’s main media titles including The Straits Times, TODAY, Channel NewsAsia, 987FM, 8Days, i-Weekly, Nuyou, Her World, Simply Her etc. The activation also received rave reviews from members of the media!