Content built around the beef, the wok and a cross-cultural take on zi char — reaching 800K–1.5M people across Meta and TikTok.

New Ubin Seafood began on Pulau Ubin in 1986 and moved to the mainland after the island was resettled in the early 1990s, and the Pang family have run it through a long string of addresses since. What it serves is harder to summarise than most zi char: the traditional wok dishes, but also a USDA Black Angus ribeye and the beef-fat fried rice people order alongside it — a genuinely Singaporean reading of food that arrived from somewhere else. That is a strength at the table and a problem in a feed. A single photograph of a plate does not explain why the restaurant is different, and plenty of diners who have heard the name from a friend still cannot picture what a meal there actually looks like. Discovery, meanwhile, has moved almost entirely onto short-form video, where a restaurant is not competing with other zi char kitchens but with every food creator posting daily. Keeping up with that from a kitchen already running full services is the part that rarely gets solved.

Put the restaurant in front of a materially larger audience on Meta and TikTok, and build a dependable pipeline of video-led content that shows what the food is rather than describing it. Reach on its own was not the point — the aim was content people would forward to whoever they would come and eat it with, which made the share rate the quality check on the reach number. Success was measured in reach, video views and shares — awareness metrics — rather than in covers or bookings attributed to the work.

We took over day-to-day social media management — the content calendar, the posting rhythm and the community replies across the brand’s channels — so publishing stopped depending on someone finding a gap between services. Our team produced original video, photography and design built around the things that only read on camera: the ribeye coming off the heat and being sliced, rice going into a hot wok, the pass during a full service, shot vertical-first for the platforms the content was made for. Pieces that earned attention organically were then amplified with awareness campaigns across Meta and TikTok, optimised toward cost-efficient reach and video completion rather than impressions for their own sake. Influencer and creator collaborations carried the restaurant into food audiences it did not already own, in a voice those audiences already trust. Each month the production plan and the media budget were shifted toward the dishes, hooks and formats the numbers favoured, so the content compounded rather than restarting.

Over five to six months the work reached 800K–1.5M people and generated 1.5–2.5M video views, with a strong share rate — the signal that the content was not only being watched but passed on to the person the next meal would be booked with.

See the rest of our client work on the case studies page.