BITE Insight

Want a way to a millennial’s heart? Create an experience, make it Instagrammable, limited edition, oh and include Michelin starred food in the mix and you might be onto a winner.

This is what FleishmanHillard Fishburn did with Singapore Airlines to cement the brand’s reputation for excellence, both in product quality and customer experience, as well as connect with the next generation of travellers: millennials and Gen Z.

To bring a taste of Singapore to the streets of London, they opened a Michelin-starred street food stall in King’s Cross’ Granary Square for a three day pop up. The chef at the helm was Hawker Chan, the world’s first Michelin-star street food chef.

Customers queued as early as three hours before the van even opened its doors, with excitement being generated across social media by influencers and media outlets. Visitors to the pop up could share their experience on social media as well, to be in with the chance of winning a Singapore Stopover Holiday.

The experience reached several millennially friendly touchpoints, from food to unique experiences, all the while raising the profile of the airline. It also gave visitors a chance to step away from their Pret sandwich for a day, if they could face the queue.