e long-awaited return of Burger King’s Chicken Fries in Singapore in May was a much more tame version of this phenomenon, but no less successful.  The burger chain  released the menu item, which it first introduced in 2017, along with a collection of limited-edition merchandise that was only available at certain activation sites.  This led to snaking queues as consumers were determined to get their hands on the collectibles – a phenomenon the country is familiar with whenever freebies are offered at fast food chains. Times are changing According to Ng Lee Tieng, executive director of Burger King Singapore, the food retail landscape has evolved significantly, with many consumers adopting a habit of eating multiple small meals and snacking throughout the day.  “In response to this shift in consumer behaviour, we recognise the importance of providing ultra-fast and convenient snacking options. This is precisely why we launched products like Chicken Fries and Mango Stick,” she told Inside Retail. To satisfy this demand for novelty, the company regularly experiments with limited-time-only menus, introducing unique flavours such as the Garlic Burger, Tom Yum Burger, Kakiage Burgers, Truffle Mushroom Burgers, and the recently launched Kimchi Pie.  Ng said that consumers appreciate seeing brands come together, or extending their offerings into new formats or categories. She believes that co-branding initiatives and partnerships that bring together different brands can create excitement and drive interest among consumers.  “By exploring such collaborations, we can offer unique and innovative snacking options that cater to diverse consumer preferences and provide a fresh twist on familiar products,” she added. The secret recipe In Ng’s opinion, the secret to creating a successful fast-food marketing campaign is combining  interactive strategies with a compelling brand story that ensures the brand is top of mind for everyone.  “At Burger King, incorporating current trends; creating engaging content; creating a sense of urgency through product exclusivity; and leveraging on influencers, are the four main strategies of any successful marketing campaign,” she noted.  With the knowledge of Singporeans’ enduring love for limited-edition products, Burger King strategically chose to produce small runs of the accompanying merchandise: 300 pieces of the Chicken Fries plushies and 500 pieces of the Chicken Fries cooler bags.  “The cooler bags and plushies which were allocated for specific activations were fully redeemed through various campaign mechanics such as our Instagram filter games, or the caravan gachapon machine,” she said. Throughout the campaign, the brand saw a 20 per cent increase in its overall engagement rate and a 21 per cent increase in its follower count on Instagram as compared to Facebook. Additionally, posts about the campaign on Instagram saw a 46 per cent increase in engagement rates. The sands are shifting According to Ng, one notable shift in digital marketing strategy post-pandemic is the heightened awareness and interest among consumers regarding the food production process.  “People are now actively seeking out information and trying to understand the manufacturing and production practices. This trend is driven by a growing emphasis on sustainability, eco-friendliness, and the desire for all-natural ingredients,” she said. She has also noted a noticeable increase in the demand for vegetarian and vegan options among consumers. According to Nielsen IQ, the demand for plant-based products witnessed a 12 per cent increase between 2020 and 2021.  “It is essential for marketers to align their strategies with consumers’ mindsets and incorporate their preferences into advertising approaches,” she noted. Authenticity wins One key shift in consumer behaviour is the growing preference for authenticity over highly curated content. Consumers are now seeking genuine, relatable experiences that resonate with them on a personal level, Ng said. “On the social media front, Burger King ventured into the TikTok space in August 2022, and the brand has garnered 52,000 followers and 1.1 million likes to date,” she stated. Consumer trends are constantly evolving. Some of the ones that have caught the attention of businesses, include FOMO culture and the rise of value-seeking consumers. “With the higher cost of living, people are becoming more cautious about their spending and are actively seeking ways to get more for their money. They are on the lookout for rewards programs, loyalty benefits, and better deals that can help them stretch their budgets,” she stressed. While consumers may be tightening their wallets, Ng said that the shift towards online ordering habits is likely to remain strong. The convenience and ease of ordering food online, along with the increasing popularity of takeaway, are contributing to this growth. “We are adapting to these trends by offering value-driven promotions, embracing online ordering, and tailoring menus to cater to local tastes. By staying attentive to consumer preferences, we can continue to thrive in this ever-changing market,” she concluded.