[F&N Ice Cream Brand Challenge 2017] Sustaining a National Heritage Icon

The traditional pushcart ice cream is a charming part of old Singapore that has managed to maintain its popularity today as the favorite go-to ice cream on busy, fashionable Orchard Road and many other parts of the island. Offering enticing flavors of Asia such as durian and mango, the ice cream pushcart sellers serve blocks of delectable ice cream sandwiched between soft, fluffy slices of bread or tasty wafers, or in a cup.

The common local street culture/sight of Singapore today is often recognized by their combo of a big colorful umbrella and their motorcycle which are strapped together to a cart! These mobile ice-cream vendors are known as 'Ice-Cream Uncles'.
Singapore has developed so rapidly that many traditional street foods have vanished due to the fast paced nature of Singapore life. Others that are still around are now facing the challenge to rejuvenate and revamp themselves in order to stay relevant.

The F&N Ice Cream Brand Challenge 2017, organised by F&N Creameries and the SMU Marketing Society is one of several driven by F&N Creameries to help preserve our charming and endearing Singapore icon, the ice cream cart! This challenge was designed to involve the next generation of Singaporeans to embrace and help do their part to keep our ice cream ‘uncles’ relevant and independent. 

The ice cream pushcart is definitely an irreplaceable part of the Singaporean identity. Through the F&N Ice Cream Brand Challenge, the younger generation are engaged to play an important and meaningful role in helping to preserve this well-loved icon of Singapore, while retaining the appeal of the ice cream cart as a national icon, so that loyal customers, curious passers-by and tourists may continue to savour the delightfully local desserts in years to come.

Six shortlisted teams were revealed on 22nd of September 2017, and the Grand Finals will be held on the 30th of September 2017 at the Singapore Management University.


 Rebecca Lim Chiew Hong (23) SMU, Marketing and Communications

 Wang Si Ying (21) SMU, Marketing

 Marcus Liew Jun Xian (23) SMU, Finance and Operations Management

 Puah Shu Yun (21) SMU, Operations Management and Strategic Management
I was glad that I got to talk to one of the six teams, Team Jaw, and to find out on their takes on this F&N Ice Cream Brand Challenge!

What gave your team the inspiration to join F&N Ice Cream Brand Challenge?

//We heard of this case competition from our friend and through her, we learnt that it was a brand challenge that would help the ice cream cart hawkers. We found the project interesting and fun to work with as it reminds us of the ice cream carts that we often neglected in our daily lives and at the same time, allow us to use our creative juice.//

Do you think that your idea will be the best, or that there will be close competition?

//To be in the top 6, we believe all ideas are good ideas and every group have spent a lot of effort and took in much consideration in developing them. Since we have not view the other presentations, we cannot conclude on anything but we feel that our ideas were well thought and is feasible, and hope that the judges will think the same way too.//

 


These delicious servings of ice cream are truly comfort food as they remind us of our carefree childhood days in Singapore. Till date, this confectionery is still my favorite fix to beat the scorching weather! Lastly, thank for the media drop! I really love the iconic ice cream sandwich cushion which is now part of my room decoration!


For more information, please visit www.fnnicecreambrandchallenge.com or the Facebook Page

Comments

Post a Comment

Popular posts from this blog

[product review] KUNDAL HONEY & MACADAMIA

Image
Korea's No. 1 beauty brand, KUNDAL shower/hair products are now available in Singapore, and I am honored to try out their full series of shampoo, treatment, body wash and hair serum which includes a special gift from them - Bath Bombs! KUNDAL o ffers natural hair/bodycare products that have the perfect blend of plant extracts. Their products are comfortably referred to as green products due to their biodegradable and non-toxic components. What I love about the  KUNDAL HONEY & MACADAMIA  range is  that they use honey and macadamia extracts as their main ingredients. They are also infused with a specific scent - such as Pink Grapefruit, White Musk or Cherry Blossom, or the most popular floral scent, Baby Powder. The scent still lingering in the bathroom for hours and it smells pleasant as well as not being over-powering. I love how my hair feels smooth after using each of the products. I tried the White Musk shampoo and Cherry Blossom treatment,...
Read more

[Try and Review] Jonsson Protein's signature VE Protein Hair Treatment

Image
The common scalp problems can cause a lot of irritation, but also hair loss. I was in complete shock at the state of my nightmarish infected scalp! One must make a huge effort to take good care of your scalp. Hence here I am at Jonsson Protein for their signature VE Protein Hair Treatment. Although there are many hair products to cleanse my scalp, it is better to head to a professional. The scalp treatments in a salon would cost you more than shelf products but it is worth the investment! Always remember that having a healthy scalp is the most important element in ensuring that your hair in a healthy and top notch condition!   The benefit of scalp treatment is not just to have shiny luscious locks, it also helps to regulate sebum production, remove dandruff, eliminates impurities and dead skin cells, and prevents hair loss/hair follicles.   The therapist scanned my hair to show me on what hair problems I presently have. She also explained that my scalp was pretty oily, an...
Read more

[product review] Celladix Sebum Rebalancing RX Ampoule + COCOnCO Skincare Line

Image
Thanks for introducing COCOnCO from Korea which has helped me to achieve pleasant results from my beauty regime.   COCOnCO First Essence Toner  is a fermented facial essence, and it soothes wrinkles, tones, moisturizes and nourishes the skin, enhances blood circulation and metabolic processes at the cellular level, evens out complexion, brightens the skin, reduces the secretion of sebaceous glands and fights rashes. If you have pale, tired skin with sagging and fine lines, these can be miraculously transformed with regular use of the essence! It is suggested to be used as the first step in daily skin care. Apply it to cleansed skin first before applying the lotion, emulsion/serum and cream.  It is recommended for the product to be used twice a day - Once in the morning, and once in the evening. After using the COCOnCO First Essence , I did find it more hydrating and my skin is now less sensitive. My favorite way to use this is just as an essence after applying my to...
Read more