Nufresh spotlights delivery riders to pass freshness along

Nufresh has kicked off an islandwide campaign aimed at giving delivery riders some relief from Singapore’s heat, while encouraging customers to adopt a simple hygiene habit: wipe before you eat.

The campaign, titled "Cool it forward", was conceptualised and executed by local boutique agency ODD and involves popular eateries White Tiffin, Flips N Dips, and 87 Just Thai. As part of the activation, 1,000 cooling kits, each containing alcohol-free Nufresh body wipes and a bottled drink, are being distributed directly to riders as they pick up orders. In parallel, 1,000 Nufresh food-safe wipes are being packed into delivery bags to help customers freshen up hands, utensils, or surfaces before mealtime.

Adding a playful touch, the campaign includes collectible sticker sets featuring Snowy, the brand’s hero character. Riders can identify fellow “Fresh AF” riders on the road, while customers receive a nine-character sticker set representing all Nufresh variants, extending the campaign message beyond the meal.

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The activation runs in two phases: 28 November to 7 December at White Tiffin and Flips N Dips outlets, and 5 to 14 December at 87 Just Thai, ensuring islandwide coverage.

TikTok creator and delivery rider Stacy (@stacy_8lala) fronts the campaign, lending authenticity to the movement by highlighting the challenges faced by riders on the ground.

“Food delivery is such a big part of how Singapore eats today, and the riders behind every order deserve more appreciation,” said David Chong, marketing manager at Kleen-Pak Pte Ltd, Nufresh’s parent company.

“With 'Cool it forward', we wanted to honour riders and make the delivery experience fresher for customers. A single wipe may seem small – but when shared, it becomes part of a bigger cycle of care," added Chong.

The campaign builds on Nufresh’s ongoing efforts to make freshness fun and accessible, following earlier initiatives such as a hawker "chope" activation. The activation saw tables at Maxwell and Amoy Food Centres were “chope-d” with Nufresh food-safe wipes disguised to look like the typical tissue packets Singaporeans leave behind to save their seats. The twist? Each pack doubled as an invitation to 'wipe before you makan' (wipe before you eat).

Beyond the surprise, the stunt doubled as a product education push, highlighting Nufresh’s food-grade, rinse-free, alcohol-free wipes that are gentle enough for pacifiers and utensils.

At the same time, Nufresh launched a TikTok voice-controlled AR game to promote its new cooling body wipes. The game stars Snowy, a lovable snowman trying to survive Singapore’s relentless heat. As part of the game, users are challenged to keep Snowy from melting serving as a playful nod to the wipes’ refreshing effect. The game rewards players with prizes such as a staycation at Mandai Rainforest Resort by Banyan Tree.

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