Yan Chuan Roaster is known for its fresh take on culinary roasts, offering Singaporeans a taste of restaurant-quality roasted cuisine in a fast food-styled restaurant – best of all, at (almost) fast food-like prices.

When the business expanded with the opening of a new store, the owner approached WOW Solution to spread the word to its target audience. After studying our client’s customers, we found that they are working adults who take public transportation almost every day. With this in mind, we strategized that the best way to reach these audiences, was with an advertising campaign that greeted them on their daily commute.

The campaign we produced for Yan Chuan Roaster included advertising on MRT gates at Lavender station, so commuters on their way to the ICA building and Kitchener Complex (where Yan Chuan Roaster’s new outlet is located) would see the advertisements along their journey. The visual showcased a young boy biting into a juicy drumstick, highlighting the product’s key appeal – tasty, high quality roasted meat – while also telling prospective customers about the attractive set prices for popular dishes.

The tagline we conceptualised for the campaign was “Traditional Flavour, Authentic Taste”.