The Flavours of Tomorrow Festival: Marketing alternative eats to the masses
The problem
As Singapore’s first alternative food festival, Flavours of Tomorrow Festival (FOTF) needed a creative and digital marketing partner to help attract visitors, engage media, and position the festival as a must-visit event for curious foodies. This meant delivering a full-funnel campaign — from awareness to conversion — while driving strong turnout and publicity from new audiences.
What we did
OtterHalf was appointed as the creative and digital marketing agency for both the 2024 and 2025 editions of FOTF, covering end-to-end marketing:
Strategy: Developed an integrated marketing approach combining creative storytelling, digital media, influencer partnerships, and PR to build awareness, spark curiosity, and drive ticket conversions. The strategy focused on positioning FOTF as an unmissable, conversation-worthy experience for both mainstream and niche audiences interested in food innovation.
Campaign creatives: Developed key visuals and creative assets for use across online and offline channels.
Website: Designed, wrote, implemented, and maintained the official festival site.
Social media: Created content to build anticipation, engage audiences, and drive attendance.
Digital media planning & buying: Managed campaigns on Google Search and Meta to drive traffic and conversions.
Public relations: Coordinated PR efforts and secured extensive media coverage.
Influencer marketing: Engaged relevant creators to amplify reach and spark conversation.
Vendor & partner collaterals: Produced emails, social content, and decks to support partner activations.
The impact
2025 (Festival 2)
Attendance: 5,000+ visitors over 3 days, 1.7M+ campaign impressions
Publicity: 44+ media pickups
Performance marketing:
Website traffic: 9.2K unique new users
2024 (Festival 1)
Attendance: 4,000+ visitors over 2 days, 1.5M+ campaign impressions
Publicity: 69+ media pickups
Website traffic: 9.1K users leading up to the festival
“OtterHalf’s efforts have been pivotal to the event’s success - well-crafted strategies and timely execution. The strategic thinking and creativity they infused into our campaigns were truly impressive.”
