7-Eleven leans on nostalgia to remind Singaporeans what life’s like without it

7-Eleven Singapore is tapping deep local nostalgia to remind the nation just how empty life would feel without its corner-store convenience. Its new SG60 campaign, “Part of your everyday moments,” plays out that thought with a humorous twist via a social spot that imagines a day where the chain simply doesn’t exist.

The 62-second video follows “a human in the little red dot” as she faces one minor disaster after another, from getting drenched in the rain to running out of snacks, before jolting awake in relief and firing up the 7-Eleven app. Transit ads across buses and trains hammer home the message, reinforcing the brand’s place in daily routines.

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The campaign also sees 7-Eleven team up with local favourites such as SADSHRIMPS, MILO and Old Chang Kee for a multi-pronged push spanning nostalgic collectibles, revamped ready-to-eat meals and fresh out-of-home activations. Local illustrator SADSHRIMPS’ signature style brings classic 7-Eleven snacks such as Slurpee, onigiri and cup noodles to life on mystery keychains, tote bags and even limited-edition Slurpee and 7CAFÉ cups.

Food nostalgia runs deep, too. The chain has revived its “Dabao (takeaway) flavours of Singapore” ready-to-eat range with new spins on local favourites, from chicken laksa (spicy noodle soup) to sambal (chilli) spaghetti with chicken chop, and chicken curry rice.

In addition, new snacks and desserts will hit shelves, including a chicken satay (grilled skewered meat) wrap, chilli crab with scrambled egg toast, and a lava cake infused with MILO. The egg mayo and Old Chang Kee double combo sandwich is also making a comeback.

Further deepening its local ties, 7-Eleven has also partnered with homegrown smoothie brand Smooder to offer fresh, on-the-go smoothies via DIY vending units in stores islandwide.

To boost footfall, the retailer is offering SG$6.60 snack bundles with savings of up to 45% between 16 July and 12 August. Its ongoing partnership with DBS also unlocks SG60-themed perks for cardholders, while the yuu rewards programme offers members up to six times the points on selected items.

“7-Eleven has been part of Singapore’s community for decades, and as we celebrate the nation's SG60 milestone, we are proud to deepen our ties with more local brands such as DBS, MILO, Old Chang Kee and SADSHRIMPS to deliver uniquely Singaporean experiences and reward our customers even more for choosing 7-Eleven," said Anushree Khosla, managing director, 7-Eleven.

She added, "Being rooted in Singapore's culture and community enables us to serve our customers’ everyday moments more meaningfully with convenience, and we look forward to doing so for years to come."

7-Eleven’s SG60 push follows a growing trend among brands anchoring national celebrations in nostalgia and local collaborations. Caltex recently launched limited-edition SG60 picnic sets as part of its National Day campaign, positioning the initiative as more than just a festive giveaway.

A Chevron Singapore spokesperson told MARKETING-INTERACTIVE the campaign was designed to encourage Singaporeans to celebrate with loved ones while exploring scenic picnic spots across the island—fostering a sense of togetherness during the fireworks-filled season.

FairPrice Group has also leaned into the SG60 spirit with three limited-edition housebrand potato chip flavours, kopi, laksa and black pepper crab, offering shoppers a cheeky nod to local tastes.

Meanwhile, adidas has teamed up with MILO to mark the drink’s 75th year in Singapore. The “Fuelling goodness” campaign features co-branded T-shirts, pins, charms and sachet kits that play on nostalgic memories and everyday Singlish expressions.

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