Concept

The first phase of the campaign was users sharing their favourite BreadTalk moments on Facebook. From these stories, 15 stories were shortlisted to be featured on the microsite.

The second phase of the campaign had users vote for their favourite flavour of the Signature Flosss buns and a live votes tracking was set up.

During the campaign, an immersive game was also created where users had to collect menu items while avoiding challenges such as rolling pins and fire. The brand successfully made users a part of their 15th anniversary.