#LikeBreadButBetter

With the key objective of challenging consumers to rethink bread as a diet staple and instead, reach for wraps, pitas, and naans as alternatives, Mission Foods Singapore spearheaded the new #LikeBreadButBetter campaign, fronted by MasterChef Australia winner, Adam Liaw.

The digital campaign, which ran simultaneously in Singapore and Malaysia, saw Adam creating several appetising and innovative recipes, including a classic Vietnamese sandwich – packed full of the familiar, robust street-side flavours of Saigon – in the form of a Bahn Mi Pita stuffed with juicy, savoury roast chicken and a medley of carrots, cucumbers, coriander and Bird’s Eye chillies in a Mission Wholemeal Pita; a hearty Reuben Naanwich with a tantalising pairing of scrumptious corned beef with melted Swiss cheese and a generous serving of sauerkraut sandwiched in between warm and toasty Mission Plain Naans; as well as Adam’s take on a conventional smoked salmon sandwich, recreated in a deliciously light and refreshing Smoked Salmon Wrap elevated with crunchy watercress, fresh avocado and a luscious Shichimi (Japanese seven spice) mayonnaise in a delectable Mission Supersoft Onion and Chive Wrap.

The collection of recipes by Adam Liaw created for the campaign consists of:

Salmon, Watercress and Avocado Wrap with Shichimi Mayonnaise
Roast Chicken Bahn Mi Pita
Reuben Naanwich
Lamb “Lahmacun” Wrap
Muffaletta Naan Foldover

There was also a collaboration with six local Instagram stars and home chef personalities, including MasterChef Asia’s Season One finalist @Lennardy (Lennard Yeong) and renowned food influencer @Ieatishootipost (Dr. Leslie Tay), who innovated their own #LikeBreadButBetter recipes to inspire and encourage Singaporeans to make the switch.

The campaign was implemented across three months, through a comprehensive series of traditional media, social media, and influencer activities/engagements.