Yeo Hiap Seng bags Campaign of the Year - Singapore at FMCG Asia Awards 2023
It has taken the experience of drinking chrysanthemum tea to a new level.
Singapore heritage brand Yeo Hiap Seng took home the Campaign of the Year - Singapore at the FMCG Asia Awards 2023 for the launch of Yeo’s Drinkable Garden, an immersive experience at the country’s premier horticultural destination Gardens by the Bay.
Yeo's Drinkable Garden takes visitors on a multi-sensorial journey inspired by the brand’s signature and most distinguishable drink - Yeo's chrysanthemum tea. The month-long exhibit pays homage to the humble chrysanthemum, featuring an installation inspired by different Yeo's chrysanthemum brews: Yeo’s iconic signature Chrysanthemum Tea, the newly launched rare Snow Chrysanthemum Tea, and a “test-kitchen” Rose-Infused Chrysanthemum brew.
The botanical experience tells the story of the exceptional quality and craft behind each Yeo’s drink. Visitors are going to learn about the unique benefits across a variety of chrysanthemums and get a glimpse into the intricate craft infused into making the chrysanthemum tea – from the growing and harvesting of fresh flower petals, through to the drying process, the masterful brewing techniques and to the final step of meticulous cooling and packaging.
This experience and the launch of new chrysanthemum flavour also marks the brand's latest efforts in diversifying its primary product ingredients to cultivate a more sustainable production practice for the business.
“Yeo's continues to promise on its heritage of producing intricately crafted drinks using only quality ingredients. Our Yeo's Drinkable Garden is a reflection of the core values of our signature drink - real chrysanthemum flowers filled with aroma and flavour, brewed in its purest form with no compromise on taste - a true celebration of the best of our heritage combined with creativity and innovation,” Yeo Hiap Seng CEO Ong Yuh Hwang said.
Yeo's Drinkable Garden is a collaboration between Yeo Hiap Seng and Gardens by the Bay.
Organised by Retail Asia, the FMCG Asia Awards is a prestigious event that recognises the pioneers in the industry and celebrates excellence in introducing exceptional products or executing remarkable projects.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
