RedMan encourages Singaporeans to give the gift of baked goods this Christmas

Culinary brand RedMan, the flagship brand of Phoon Huat, is looking to encourage Singaporeans to #JustBakeIt in a new campaign that looks to embrace the warmth and sincerity of baked goods as the ultimate gift for anyone this festive season. 

Gifting during the holiday season has long been a source of stress and, at times, an echo of insincere consumerism, according to the agency behind the campaign, The Secret Little Agency.

RedMan, a brand deeply embedded in Singaporean baking culture, is launching its Christmas campaign to shift the narrative. The campaign positions baked goods as not just gifts but as a means to foster deeper connections and authenticity with every bite.

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Through a series of witty, cheeky and provocative key visuals, the campaign playfully parodies the visual language of luxury, tech, and electronic appliance brands, designed to make Singaporeans think twice about the value of a gift.

Strategically placed along the bustling Orchard Road, these ads find a home in the heart of Singapore's iconic shopping district in OOH, as well as on social and digital, to catch the crowd going about their holiday shopping.

Additionally, shoppers can also find @RedManWithSign - a parody of global social personality @DudeWithSign - at iconic spots all along Orchard Road and The Star Vistaon select days, sharing truth bombs on gifting and encouraging shoppers to bake and give the gift of thoughtfulness instead.

To support Singaporeans on their journey towards creating baked gifts this year, RedMan is also offering baking classes and kits instore. 

“Collaborating hand in hand with The Secret Little Agency sparked a beautiful idea to redefine the essence of giving this Christmas season. Baking becomes a magical act of love, a heartfelt endeavor to spread joy through delightful creations. Delving into the kitchen to craft something from the heart is more than a gesture—it’s a display of genuine care, capable of expressing a myriad of emotions," said Swapnil Shah, head of omnichannel at Phoon Huat.

"With this campaign, our aim is to ignite a spark in others, encouraging them to partake in the timeless tradition of crafting handmade bakes as the ultimate personal gift for everyone,” he added. 

“We live in an age of mindless consumerism and we wanted to convey the spirit of the campaign in a playful way that is thought-provoking in order to get Singaporeans to rethink their purchasing choices," added Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency.

"Ads after ads after ads are created this season telling people to buy more - we wanted to flip this narrative on its head whilst emulating some iconic brand ads, to challenge the collective obsession with shopping and bring back the heartfelt gesture of baking,” they said. 

The campaign by The Secret Little Agency comes just days after it worked with airline Jetstar to launch a new brand platform to encourage travelers to overcome planning procrastination and to put intention behind their travel.

Dubbed, "Make It Count", the new campaign will emphasise the importance of purposeful journeys and encouraging them to make their trip count. This platform follows the brand’s previous proposition, ‘Because You Can’.

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