• Influencer Marketing
  • Media Event

Asahi

Driving Festival Footfall and Food Pairing Supremacy for Asahi at Sentosa GrillFest
Asahi case study banner
Asahi mission coverage
The Mission

Asahi came to Grow Public Relations to shift from passive festival sponsor to an active part of the Sentosa GrillFest experience, and to drive attendees to its booth and live DJ activation through genuine creator recommendations.

The creator-led campaign delivered strong organic Instagram Reels and Stories engagement, above-benchmark likes, comments, shares and saves, and sustained booth visibility throughout the festival weekend, all without additional paid advertising.

Client

Asahi (Asahi Super Dry)

Sector

Beverage, beer

Services

Influencer marketing, media event, creator-led social campaign

Headline Result

A creator-led influencer campaign that amplified Asahi's presence at Sentosa GrillFest, generating strong Instagram Reels engagement and organic reach without additional paid advertising.
The Challenge

Sentosa GrillFest is one of Singapore's biggest outdoor dining events, drawing thousands of food lovers over a weekend. At a festival that size, static booth branding disappears into the crowd. Asahi Super Dry needed to be part of the experience, not another sponsor logo.

Three challenges shaped the brief. Shift Asahi from passive sponsor to an active part of the festival's food experience. Drive attendees to find and visit the Asahi booth and live DJ activation among dozens of vendors. Reach socially active younger adults through creator recommendations that felt genuine rather than promotional.

What we did

Grow Public Relations, through Grow Influence, developed a creator-led campaign around food pairing, culinary discovery and festival atmosphere.

We engaged food, lifestyle and personality creators to showcase how Asahi Super Dry's crisp, dry taste complements rich, smoky grilled food. Rather than generic attendance posts, each creator produced content with a distinct focus to build awareness and encourage festival discovery.

Instagram Reels carried the discovery. Hilary Chua (@sgnomster) ran a food discovery Reel, Benjamin Byrne (@the.smiling.afro) a festival walkthrough and follow-up, Amanda Loh (@burnbaeee) a GrillFest Reel, Gillian Loh (@gillxloh_) a food pairing feature and Wei Loong (@weiloongbrian) an experiential feature.

Instagram Stories carried the immediacy. Creators posted live venue navigation, DJ highlights and calls to action so festival-goers could find the booth in real time.

The Results
  • Strong organic Reel views and unique reach across Singapore's food and lifestyle communities, achieved through sponsored creator content without additional paid boosting.
  • High engagement on Reels through likes, comments, shares and saves, above standard benchmarks.
  • High save and share volumes, suggesting that audiences found the content useful for discovering the festival experience and locating the Asahi booth.
  • Sustained Story views that maintained visibility for Asahi's booth and activations throughout the festival weekend.
Organic Reels and Stories engagement, no paid media
Asahi Super Dry's Sentosa GrillFest campaign generated strong organic Reel views, above-benchmark engagement, and sustained Story visibility for the booth and activations throughout the festival weekend, achieved entirely through creator content without additional paid boosting.

Frequently Asked Questions

How does influencer marketing work for beverage brands in Singapore?
Influencer marketing works for beverage brands in Singapore by placing the product in real moments of enjoyment rather than in adverts. For Asahi Super Dry at Sentosa GrillFest, Grow Influence chose food and lifestyle creators to show the beer alongside smoky grilled food, so the pairing felt natural. Creators such as Hilary Chua and Benjamin Byrne produced Instagram Reels and Stories that reached younger drinkers through recommendations they trust. The content drove people to the Asahi booth on the day, turning social interest into on-ground footfall without any paid media.
How can a beer brand stand out as a festival sponsor instead of blending in?
A beer brand stands out at a festival by becoming part of the experience, not just a logo on a banner. At Sentosa GrillFest, Grow Influence positioned Asahi Super Dry as the drink that completes the grilled food, built around food pairing, a branded booth and a live DJ activation. Creators showed the beer in use and guided attendees to the booth through Instagram. That shifted Asahi from a passive sponsor among dozens of vendors into an active part of the festival, which is what drew people in and kept them there.
What did Asahi's Sentosa GrillFest campaign achieve?
Asahi Super Dry's Sentosa GrillFest campaign, run by Grow Influence, delivered strong organic reach and engagement across Singapore's food and lifestyle communities, all without paid media. A group of creators including Hilary Chua, Amanda Loh, Gillian Loh and Wei Loong produced Instagram Reels and Stories that earned high engagement through likes, comments, shares and saves. The high save and share volumes showed attendees used the content as a guide to find the Asahi booth, and sustained Story views kept booth footfall going across the festival weekend.
How does creator content drive footfall to a booth or event?
Creator content drives footfall by giving people a reason and a route to show up. At Sentosa GrillFest, Grow Influence had creators post Instagram Stories with live venue navigation, DJ highlights and clear calls to action, so festival-goers could find the Asahi booth among dozens of vendors. Reels built the desire beforehand by showing the food pairing and atmosphere, and Stories converted it on the day. The high volume of saves and shares showed people were treating the content as a practical guide, not just entertainment.
Which agency in Singapore runs creator-led campaigns for beverage brands?
Grow Public Relations, through its influencer arm Grow Influence, runs creator-led campaigns for beverage brands in Singapore. For Asahi Super Dry at Sentosa GrillFest, it designed an organic campaign built on food, lifestyle and personality creators who showed the beer paired with festival food and guided attendees to the booth. The work covered Instagram Reels for discovery and Stories for real-time footfall, and delivered strong engagement with no paid amplification. Grow Influence focuses on matching the right creators to a brand so recommendations feel genuine.
Can paid influencer campaigns generate organic reach without additional advertising?
Yes. Paid influencer campaigns can generate organic reach and engagement without additional advertising or content boosting. For Asahi Super Dry at Sentosa GrillFest, Grow Influence engaged creators to produce sponsored Instagram Reels and Stories tailored to their audiences. By focusing on relevant food pairing experiences, festival discoveries and practical event information, the campaign generated engagement through views, likes, comments, saves and shares. This demonstrated how effective creator selection and content strategy can extend campaign visibility beyond the initial influencer investment.

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