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Supermarket draws aren't made alike
Sheng Siong has captivated its heartland audience with the same lucky draw and variety show content for nearly two decades. Image: Adobe Stock
Sheng Siong's lucky draw has been a TV staple for nearly 20 years. In an age of slick digital marketing, it's still a master stroke in Brand Content strategy.
By Sue Ann Ho, Founder
While competitors like NTUC FairPrice and Cold Storage have been around longer, Sheng Siong has aired its famous lucky draw since 2007. It’s a format that has remained remarkably consistent, building a deep sense of familiarity and tradition. This isn’t a lack of innovation; it’s a deliberate strategy of owning a simple, powerful brand ritual.
The genius combo of lucky draw + variety show
Nearly every supermarket in Singapore has a lucky draw. That part isn’t unique. The genius of Sheng Siong’s approach is the masterful combination of a simple lucky draw with a live variety show, a format tailored with incredible precision to the tastes of its heartland audience. This transforms a simple promotion into a weekly community event, and it’s the key to the show’s enduring success.
Masterclass in audiance alignment
The Sheng Siong Show understands its viewers completely. The choice of Channel 8, the celebrity hosts, and the game show elements are all purposefully designed to entertain and resonate with a specific demographic. While other brands chase trends, Sheng Siong has built a powerful connection by relentlessly serving the community it knows best. It’s not just giving away prizes; it’s providing weekly, family-friendly entertainment.
Generosity as entertainment
What truly makes this brand content work is its alignment with Sheng Siong’s core message: “All for you.” The show is a public and entertaining act of generosity. This provides a clear strategic filter. Instead of creating endless recipe content, Sheng Siong focuses on a format that directly gives back to its customers in the most visible way possible, turning brand loyalty into a televised celebration.
Lessons from a heartland giant
The enduring success of Sheng Siong’s TV show offers clear lessons for any business:
Know your audience, deeply: The most effective content is not about following trends; it’s about serving the specific tastes of your core audience.
Combine tactics for a unique formula: Sheng Siong didn’t invent the lucky draw or the variety show, but it created a unique and powerful formula by combining them.
Turn your brand values into content: The show is a direct expression of Sheng Siong’s brand value of generosity, making it authentic and effective.
TAKEAWAYS
A clear brand message provides a natural guide for what brand content to create.
A strong brand content idea, when it is true to the brand, can work for a very long time.
Effective content comes from a deep and unapologetic understanding of a specific audience.
Brand building isn’t hidden theory. It’s all around us. By noticing how successful brands connect with people, we can take the guesswork out of building brands that stand out and grow.
