Seafood restaurant chain JUMBO Group of Restaurants has launched its new brand, Love, Afare, as it moves into consumer products to bring customers a wide selection of packaged food and designer style products. life. The products include JUMBO’s famous Singapore sauces and souvenirs, and will be sold in Singapore and China. The launch of the new brand was done in conjunction with branding agency Ad.WRIGHT Communications, who have worked with JUMBO to create and conceptualize the new brand since its inception during Breaker last year.
The agency also helped curate a new brand experience that is consistent and relevant to the target audience during the digital launch. Love, Afare’s webpage, according to JUMBO, is highly interactive, showing pixels when clicked for 50 hours until it fully reveals the new brand. The brand also distributes discounts and promotional codes to consumers. INTERACTIVE-MARKETING contacted JUMBO for more information.
Wendy Wan, Director of Corporate Affairs and Business Excellence at JUMBO, said she was pleased with the work Adwright has done to create and successfully launch its new brand in Singapore.
Nafe Tong, Adwright’s creative partner, was also very satisfied with the partnership between JUMBO and the agency. “Consumers will be delighted to see their favorite JUMBO flavors become more accessible and readily available,” he added.
In 2019, JUMBO was part of Enterprise Singapore’s two-and-a-half-year Scale-up SG program in 2019, alongside 25 local businesses such as 4Fingers, Koufu, SK Jewelery, EtonHouse, among others. Meanwhile, Adwright also started the year on a high note when he was appointed by Italian appliance maker De’Longhi Group to handle integrated branding tasks in Singapore and Malaysia for a year. The account covers the De’Longhi and Kenwood brands in its portfolio, and the appointment follows a closed-door pitch held in December of last year. GERMS Digital was the account holder.
Jumbo Group, Koufu, 4Fingers among 25 companies in the Scale-up SG program