Golden Chef FMCG Packaging & Festive Campaign Case Study. As FairPrice's leading canned abalone and premium culinary brand, Golden Chef is trusted in Singapore households for quality, festive indulgence, and family celebration. ADWOW has partnered with Golden Chef since 2010, delivering Chinese New Year campaigns, special and gift packaging, roadshow and in-store POSM, premium gift sets, and motion graphics. Working closely with brand ambassador Chef Eric Teo, each project was developed to strengthen shelf presence at FairPrice, deepen festive gifting appeal, and build shopper trust across every touchpoint, reinforcing Golden Chef's position as Singapore's go-to abalone brand for Chinese New Year and everyday celebration.
ADWOW designed Golden Chef's Chinese New Year abalone gift box packaging, sauces and soup packaging, premium gift sets, and retail POSM for FairPrice, alongside motion graphics and roadshow collaterals.
Packaging signals quality and gift-worthiness at first glance, which is critical for a festive, premium-priced abalone brand — a principle applied across every Golden Chef CNY and gift-set design ADWOW delivered.
ADWOW has partnered with Golden Chef since 2010, working alongside brand ambassador Chef Eric Teo on festive campaigns, packaging and recipe content for more than a decade.
Formats included roadshow collaterals, in-store POSM displays, premium gift sets, and motion graphics supporting Golden Chef's Chinese New Year retail push at FairPrice.
