Caltex fuels National Day spirit with SG60 picnic sets

Caltex has launched limited-edition SG60 picnic sets as part of its National Day campaign, positioning the initiative as more than just a festive giveaway.

Speaking to MARKETING-INTERACTIVE, a Chevron Singapore spokesperson said the campaign was designed to encourage Singaporeans to enjoy National Day with their loved ones, while also prompting exploration of scenic picnic spots around the island. The aim, the spokesperson said, was to “foster a spirit of togetherness and celebration”, and make the most of the fireworks-filled season.

“Caltex’s SG60 campaign celebrates Singapore's 60th birthday. On this special occasion, it is meaningful for us to support the Community Chest's SGSHARE initiative to lend a helping hand to those in need,” said Law Tat Win, country chair of Chevron Singapore.

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“As we celebrate Singapore's success and resilience, let's give thanks for the blessing we have received and collectively build a better tomorrow for us all,” he added.

The campaign also forms part of Caltex’s broader push to deepen community engagement and brand relevance during National Day. As a sponsor of Mediacorp’s "Design pompipi" competition, which drew over 2,000 submissions from the public, Caltex is aligning itself with cultural expression and grassroots participation.

According to Chevron, the picnic set was chosen specifically for its practicality. “Fireworks are a big highlight during the National Day period. We chose a picnic set because it is convenient, practical and encourages gatherings of families and friends, allowing people to enjoy the outdoors and create lasting memories while celebrating Singapore's 60th birthday,” the spokesperson added.

The campaign targets busy consumers who value convenience, echoing the same philosophy behind the CaltexGO app. “The picnic sets are collapsible, compact, and fit neatly in the trunk of a car,” the brand noted.

To get the word out, Caltex is tapping into a mix of digital and traditional media. This includes in-station ads, social media content on its own channels, and Instagram reels by local personalities such as brand ambassador Ayden Sng, Class 95’s Muttons, and Chow Jia Hui. The campaign is also running across various radio channels and television spots. 

The SG60 picnic sets, featuring winning designs from the "Design pompipi" competition, are available at all 26 Caltex stations across Singapore with a minimum fuel spend, and will be on offer until 31 August this year. 

To tie it all back to the community, Chevron Singapore will donate SG$2 per individual item or SG$6 per bundle to Community Chest’s SGSHARE initiative. The donation is capped at SG$20,000.

“SG60 is a huge milestone for Singapore and Caltex, as part of the community, wants to improve the customer experience and bring everyone closer together,” the brand said.

Caltex is the latest in a growing line-up of brands tapping into SG60 fever. FairPrice Group, for example, has introduced three limited-edition potato chip flavours, kopi, laksa, and black pepper crab, under its housebrand labels, giving shoppers a cheeky nod to local flavours.

Meanwhile, adidas has teamed up with MILO to mark the drink’s 75th year in Singapore. The “Fuelling goodness” campaign includes a co-branded collection of T-shirts, pins, charms and sachet kits that tap into nostalgic memories and Singlish quirks from everyday life.

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