Saturday, September 30, 2017

[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!

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