About the Client
Chin Mee Chin Confectionery is one of Singapore's most iconic heritage bakeries, serving generations of customers since 1925. Located in Katong, the beloved institution is known for its traditional kaya toast, handcrafted bakes and nostalgic charm. For Lunar New Year 2026, Chin Mee Chin partnered with Bee Cheng Hiang to launch a limited-edition collection of festive dine-in specials and gifting treats inspired by familiar Singaporean flavours.
Results
We developed and executed a targeted PR outreach strategy to raise awareness of the collaboration and secure festive-season coverage. Through media relations, curated media drops and tasting invitations, the campaign garnered quality earned coverage across lifestyle, food and family media, including Vibes by 8world, Lifestyle Asia, Honeycombers, STOMP and HoneyKids Asia.
The campaign reinforced Chin Mee Chin's position as a heritage brand that continues to evolve through thoughtful collaborations, while driving visibility for its Lunar New Year offerings among both existing fans and new audiences.