Ration Ready
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Project Overview
Fitness Ration is a Singapore-based meal series brand that delivers customisable, nutrition-led frozen meals that customers can eat at their own pace. This project, Ration Ready, is an integrated campaign proposal that reframes the brand from a niche “gym-focused” offering into a mainstream solution for busy working adults who want convenient, healthy meals without the effort of planning or cooking.
The Work
• I diagnosed the growth constraint as low brand recognition paired with a narrow customer base, driven by branding that overly signals “fitness gurus” instead of everyday working professionals.
• I sharpened the target to business professionals aged 25 to 34 because they are the largest user group of online food delivery services and have the strongest need-state for convenience.
• I anchored the message in a simple tension that the audience lives daily, which is long work hours and decision fatigue, and positioned the brand as healthy, convenient, quality, and still affordable.
• I built a multi-channel launch plan designed for high-frequency exposure where the audience already is, including MRT platform screen doors, in-train panels, social ads on Facebook and Instagram, food court table stickers, and search advertising.
• I designed the engagement mechanic to convert attention into conversation using a user-generated content contest tied to the hashtag #goodThingsComeInFitnessRationPackages, supported by short, commuter-friendly taglines and QR-led calls to action.
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Impact
• The campaign set clear commercial outcomes, including a 20% increase in meal series purchases within 3 months after the campaign, compared with the same months in the previous year.
• Brand growth was tied to measurable awareness lift, targeting 40% higher brand awareness among working adults, benchmarked against the same time period in the previous year.
• Social proof and discoverability were defined with concrete platform metrics, including 30% growth in Instagram followers and likes and 10% growth in Facebook followers and likes during the campaign window.
• Traffic and conversion were built into the channel design through QR-to-website ordering, improving website visits and clicks as a direct indicator of demand creation.
• Engagement was engineered through participation, using the contest format to generate user-generated content and increase likes, comments, shares, and hashtag usage as proof of brand buzz within the working crowd.
Enhancements
• The positioning could be tightened further by separating “healthy convenience” from “performance fitness” across creative variants, so the brand feels relevant to office life without losing credibility with existing gym customers.
• The conversion path could be strengthened by aligning every touchpoint to one primary landing journey, so QR scans, social clicks, and search intent all lead to a consistent ordering experience.
• The campaign could build stronger retention by introducing a simple habit loop, such as weekly bundles, reorder nudges, or meal-series subscriptions, to make repeat purchases easier than switching.
• Measurement could be made sharper by tracking channel-level ROI against the same objectives, so spend shifts toward the placements that drive the highest purchase lift and lowest acquisition cost.
Related Work
A curated selection of projects that highlight my approach, creative thinking, and the outcomes delivered across different projects.
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