Gen Z perspectives: GYG goes local and our favourite SG60 campaigns

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. 

This week, Guzman y Gomez (GYG) served up laksa barramundi realness (yes, we tried it), and we dove into some SG60 drops we’re loving. Think picnic-core meets patriotic drip.

Hooked yet? Reel in the rest below.

Don't miss: Gen Z perspectives: FairPrice SG60 chips, capybaras, and down-under moves

1. Laksa burritos? GYG turns up the heat on marketing in Singapore

GYG Singapore is turning up the heat on its "GYG goes local" push with a new launch: Laksa barramundi. The dish blends the bold flavours of Mexican cuisine with one of Singapore’s most iconic staples.

“As Singapore marks its 60th year, we wanted to celebrate the nation’s rich culinary heritage through our offerings,” said Adora Sarah Chou, director of marketing at GYG Singapore in conversation with MARKETING-INTERACTIVE. 

Read more here. 

2. 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.

Read more here. 

3. adidas brews up hyperlocal nostalgia with MILO for SG60

adidas is marking Singapore’s 60th birthday with a hyperlocal collaboration with MILO, combining two household names to fuel nostalgia and brand love across generations. The limited-edition collection includes t-shirts, pins, charms and a special sachet kit. All of which are designed to tap into the little moments and Singlish quirks that define everyday life here.

In conversation with MARKETING-INTERACTIVE, the athletic brand said the collaboration is part of its wider push to localise brand storytelling and build cultural relevance, with each design nodding to everyday Singapore moments from school sports days to kopitiam breakfasts.

Read more here. 

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