F&B Marketing Singapore: 5 Steps to get Free Product Sponsorship

If you have done any F&B marketing in Singapore, be it digital marketing for restaurants, offline marketing for cafes or even unique restaurant promotion ideas such as using chatbot or Augmented reality, you will know that sustainability is a key variable to take note.

In Singapore F&B Industry, the competition is very intense. Not only are you competing against the restaurants and cafes, but also big F&B chains and at time government-linked organisations. You are up against food and beverage organisations that are better funded and usually with access to the professional team managing their media, marketing and communication activities.

To reach your target audience and bring them into your cafes, restaurants or even hotels depends not only on how creative or good your campaign is but also how long you can sustain your campaign.

So, if one component of an effective campaign is free, it will help in the sustainability and success of your restaurant marketing strategy. 

Step 1: Understanding how product sponsorship works

Question: How does product sponsorship work? 

In any marketing campaign, you will need to take care of three variables: 

  • The prize (to attract your target audience) 
  • The Game Play (the idea, the mechanic) 
  • The Advertising (advertising on Facebook, Instagram, In the mall) 

And in product sponsorship, the objective is to secure free products for your marketing/promotional activities, so that you can have a sustainable campaign, driving traffic for a longer period of time to your coffee shop, cafes or restaurants. 

It usually involves the supplier, that will sponsor the free product and you, the F&B owner that will be providing the Game Play and the advertising. 

The Supplier enjoys free publicity for their sponsored products, while the F&B owner enjoys free prizes to give away. 

Step 2: Making sure that such a process is possible

Question: Is the product in the product sponsorship really free? 

Yes. It is free. There are generally two types of sponsorship deal: 

  • Straight out sponsorship: 

After the discussion on the supplier commitment, they will send the sponsorship items to your restaurants or cafes before the start of any restaurant or coffee shop marketing activities. 

  • Redemption Sponsorship 

The F&B owner will redeem the free products given out from the suppliers. And depending on the run time of the campaign, it can be weekly or monthly. This form of sponsorship will require cafes or restaurants to have a business account with the supplier. 

Step 3: Looking at past case studies

Question: What are some of the company sponsorship examples? 

Services Sponsorship: Art Classes Sponsorship for O’Coffee Club 

Event Sponsorship: Coffee Print for Five Star Chicken Rice 

Food and beverage Sponsorship: Coffee Sponsorship for Hotels and Cafes (River Vally Singapore)

Step 4: Finding out how to get sponsorship in Singapore

Question: How to get product sponsors? 

  1. Design a restaurant marketing campaign 
  2. Showcase the reach of such a campaign 
  3. Estimated the advert budget for the campaign 
  4. Compress it on a marketing deck 
  5. Identify and find suitable suppliers for the campaign 
  6. Send out to discuss with the suppliers 

Drop us a note below if you are keen to explore this, we can set up the whole process for you. 

Step 5: Try out a Product Sponsorship

Question: What are some of the company willing to sponsor my event or campaign?  

We are connected to  have an array of companies such as Nestle Singapore, Kaffa Kaldi Pte Ltd, Monde Nissin that are willing to do:

  • event sponsorship | Singapore 
  • food and beverage sponsorship | Singapore 
  • snack sponsorship | Singapore 

Drop us a note on the assistance needed to value add to or learn more about other free restaurant marketing solutions you can embark on. 

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About US | OCM Profile

OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link). 

In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years: 

OCM's campaigns: F&B Marketing Ideas by OCM 

OCM's Events: F&B Industry events by or with OCM

Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with. 

Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops: 

OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more. 

So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates: 

For regular coffee (F&B) related videos: OCM Youtube

For Daily Coffee Inspiration (fun coffee content): OCM IG

For insights into the coffee (F&B) industry: OCM LinkedIN 

PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).

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