Chope Diner's Choice 2024
Finding that secret sauce.
The Challenge
Chope wanted the 2024 Diners’ Choice Awards to feel bigger than just a vote. With the idea ‘The Secret Sauce,’ they needed us to bring it to life through design, packaging, and content that captured attention and celebrated the diners who keep restaurants thriving.
Services
The Start
Chope wanted Diners’ Choice 2024 to cut through in a crowded dining landscape. Their concept of The Secret Sauce was the perfect metaphor: every restaurant has its own recipe for success. Our task was to turn it into something diners could see, touch, and share.
Our Journey
We created the campaign’s visual identity and rolled it out across key visuals, event branding, and packaging. A limited-edition “Secret Sauce” bottle, complete with custom label and mailer, became the centrepiece. To amplify the idea, we produced a FOOH video showing the bottle floating down Singapore’s river with the line “Your support keeps restaurants afloat.” Social-first edit carried the story across TikTok and Instagram.
The Finale
The FOOH video reached more than 20 times Chope’s usual view count. The sauce bottle became a shareable icon, and diners connected their votes with real support for restaurants. The campaign delivered both impact and playfulness, bringing Chope’s idea to life in a way that resonated online and offline.