20 SG F&B brands concoct wildlife inspired dishes as Mandai pushes to 'Choose Good'

Mandai Wildlife Group has teamed up with 20 like-minded F&B brands to create exclusive food items and grocery bundles inspired by the diets of wildlife. This is part of Mandai Wildlife Group’s new campaign “Choose Good with Mandai” which focuses on the intrinsic value of wildlife to raise awareness of the symbiotic relationship between people, nature and the world. 

The campaign, conceptualised by TSLA, highlights different actions consumers can take daily which will go a long way in protecting wildlife and preserve natural resources for future generations. The campaign starts with the “Choose Good Food Trail” that runs from 21 October to 25 November 2022 spotlighting 14 animal species including the Celebes crested macaque, Malayan sun bear and Asian small-clawed otter. The wildlife chosen highlights three important roles each species plays in maintaining balance in the ecosystem - through seed dispersal, nutrient cycling and managing wildlife populations. 

Inspired by the diet of the Celebes crested macaque, The Social Space has concocted a smoothie bowl, Monkey Business, which incorporates the macaque’s favourite foods – dragon fruit, papaya and banana – plus soy milk and honey.

Meanwhile, Birds of Paradise will launch a new sorbet flavour – cucumber and double mint, which is inspired by the diet of the Sumatran orangutan. 

GoodFoodPeople present its new garlic seafood with pesto pasta that takes reference from one of the Asian small-clawed otter’s favourite foods - prawn - while Raw Kitchen Bar has created a pulled beef toast using plant-based protein to celebrate the Malayan tiger, an apex predator and keystone species of its ecosystem.

To champion the world’s smallest species of bear and its role in the ecosystem, Mr. Bucket Chocolaterie has created a mixed fruit chocolate bar with some of the sun bear’s favourite foods - fig, banana, coconut and honey, while Huggs Coffee will push out a special bundle consisting of pesto chicken wrap, honey lemon and a banana walnut muffin. Also taking reference from the diet of another bear species – the Asiatic black bear, Grain Traders is rolling out a Mandai Hero Bowl, a treat ideal for lunch, while Little Farms whips up an avocado, quinoa, feta bowl.

As part of the campaign, F&B partners have also committed a portion of their proceeds from the items created, for Mandai Wildlife Group’s conservation efforts in Singapore and the region. 

The second part of the campaign features the “Choose Good Game Challenge” where the public can choose their favourite animal character and go on adventures to save ugly food, as well as collect sustainably sourced seafood and plant-based food items. It takes place from 18 November to 16 December 2022.

The “Choose Good Game Challenge” encourages players to progress through stages where they get to make more good choices. Prizes include the signature Panda Tour at River Wonders and a private buggy tour around Singapore Zoo, amongst many others.

Suzanne Ho, senior vice president, brand and communications for Mandai Wildlife Group said, “We are tapping on our shared love for food and the gaming culture of today - both highly accessible and well-loved concepts - to draw interest and rally people into action."

Ho added that food and beverages form a large portion of most people’s expenses and daily consumption, so the Group is zooming in on choices that are simple and can become a way of life. Making good choices for the planet is not ground-breaking, but it makes all the difference when people come together to continuously do that every day. 

Ho added, “Our food trail is created with local food establishments which manage their operations with the planet in mind, putting environmental and social issues at the heart of their businesses. By doing so, we hope people are more aware of the options they have and what sustainable businesses do and practice. The multiplier effect from individuals and businesses choosing good together spells hope for people, wildlife and nature to have a healthier planet to share and live in.” 

This initiative is an extension of the refreshed master brand which the Group launched in October last year to bring people, communities and partners together to save species from extinction and ensure that biodiversity thrives. "Choose Good with Mandai" highlights that everyone can be involved in wildlife conservation by simply making good choices every day.

In August, Mandai Wildlife Group appointed DSTNCT as its social media agency after a pitching process. The agency is managing the social media needs for all four parks under Mandai Wildlife Group, Jurong Bird Park, Night Safari, River Wonders and Singapore Zoo. A part of its responsibility also includes providing expanded services such as digital, social media strategy and consultancy, media management and analytics.

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