The Soup Spoon looks to help Singaporeans stay on track with their New Year's resolutions

Restaurant brand The Soup Spoon has launched a social media campaign to help Singaporeans stay on track with their health-centric New Year's resolutions. 

In collaboration with We Are Social Singapore, the "Split the cals" campaign aims to promote healthier living amongst health-conscious Millenials and Gen Z consumers ahead of the new year by beating the temptations of the numerous fast-food options that are readily available today. 

“Every January, many of us make New Year’s resolutions to eat healthier, only to be derailed by tempting fast food promotions and turning to guilt-ridden, lonely junk food binges. But The Soup Spoon saw an opportunity: why not turn these ads, designed to tempt you, into a chance for healthier meals at The Soup Spoon? That was the inspiration for ‘Split the cals’," Omar Sotomayor, regional executive creative director at We Are Social Singapore. 

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The campaign offers Singaporeans two healthier, calories-conscious meals to share and enjoy with a friend by participating in a social media competition. For a chance to win, participants need to visit The Soup Spoon's Instagram page and comment on or post a photo of a tempting food ad they have come across. They then have to tag The Soup Spoon and a friend under the post and share why they wish to ear healthier in 2025. 

At the end of the campaign on 21 January, 100 winners will walk away with a SG$30 gift card, while remaining participants received a SG$3 discount voucher. 

“We know that New Year’s resolutions often centre around healthier living, and we want to make it easier for our customers to turn those resolutions into reality. Our extensive menu of unique soup meal combinations makes healthy eating feel like an exciting journey rather than a chore. And because we believe health is better together, we’re encouraging everyone to take the journey with a friend or a buddy, so you can inspire each other every step of the way in 2025,” said Anna Lim, co-founder and Souperchef at The Soup Spoon. 

Lim added that The Soup Spoon decided to capatilise on the seasonal trend of health-conscious resolutions at the start of the year to position the brand as the healthier choice.

"The fast-food industry practice of slashing prices while people begin their yearly quests to lose weight provided The Soup Spoon with the perfect opportunity to run a social media hijack campaign with widespread reach," she said.

The social media campaign will launch with multiple reels across Instagram and in-store at The Soup Spoon’s 27 locations across Singapore. MARKETING-INTERACTIVE has reached out to The Soup Spoon for more information. 

The Soup Spoon isn't the only brand to promote healthy living. In May last year, Vitasoy Calci-Plus collaborated with footwear brand Skechers to demonstrate the coolness and liveliness of a healthy life with a new campaign. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Vitasoy said the brand believes that being healthy does not have to be an intense or outdated concept. Instead, incorporating healthy choices into a balanced lifestyle can be cool and part of a modern lifestyle.

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