PappaRich x Poh Ling Yeow

Strategic ambassadorship engagement for PappaRich


Masterchef food personality Poh Ling Yeow was engaged as the Australian ambassador for PappaRich in order to a target mainstream audience.

A series of PappaRich branded pop-up cooking experiences were organised across the country leveraging Poh’s profile to attract guests to these pop-up PapapRich activations, where she educated people on Malaysian cuisine and PapapRich signature dishes. The campaign reach was extended through a strategic marketing campaign utilising social media, media and influencers.

Key outcomes

  • Significant uplift in mainstream brand awareness for PappaRich and quality brand association with Poh
  • Over 1.5 million people reached through social media, media and influencer campaign
  • Total attendance of over 1000 people for pop-up cooking activations across the country


  • QSR restaurant
Main image

“These campaigns drove a huge amount of awareness and education for PappaRich. The association with Poh and the reach of this campaign undoubtedly helped us expand our brand throughout this time."

Wui Keat


People involved

Regina Lee
Regina Lee

Senior Account Manager

Lisa Rubner
Lisa Rubner

Digital strategist

George Redmond
George Redmond


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