Video-led content built around the skin, the rice and the chilli — reaching 1.5–2.5M people across Meta and TikTok.

Wee Nam Kee has been serving Hainanese chicken rice since 1987, when the late Mr Wee Toon Ouut opened the first shop, and the name now sits above outlets across Singapore and franchise kitchens in the Philippines, Japan and Indonesia. Recognition on that scale is an asset everywhere except a feed. Chicken rice is the most photographed dish in the country and one of the hardest to tell apart on a screen — poached chicken and a bowl of rice look broadly the same whoever cooked them, so the things that actually separate one kitchen from another, the texture of the skin, rice cooked in stock, the chilli, do not survive a static photograph. Meanwhile the people deciding where to eat have moved to short-form video, where a decades-old name carries no automatic advantage over a creator who posted this morning. Producing enough of that video, consistently, out of kitchens already running full services is the part that usually stalls.

Put the brand in front of a materially larger audience on Meta and TikTok, and stand up a content operation that shows the food being made rather than describing it. Reach on its own was not the target — the work had to hold attention once it arrived, so engagement rate was carried as the quality check on a large reach number rather than traded away for it. Success was measured in awareness terms: people reached, video views and engagement rate, not covers or bookings attributed to the campaign.

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 no longer depended on someone finding a gap between services. Our team produced original video, photography and design around the moments that only read on camera: the cleaver going through the chicken, skin catching the light, rice going into the pot with the stock, chilli being spooned out at the counter, shot vertical-first for the platforms the content was made for. The 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 brand into food audiences it did not already own, in a voice those audiences already trust. Each month the production plan and the media budget shifted toward the dishes, hooks and formats the numbers favoured, so the content compounded instead of restarting.

Over five to six months the work reached 1.5–2.5M people and generated 3M+ video views, holding an engagement rate above 2% while sustaining that level of reach — the harder of the two to keep, since engagement usually thins as an audience widens.

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