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Canadian 2 For 1 Pizza: F&B brand revitalisation PR in Singapore delivering 124 pieces of coverage

Editor's note: This case study is retained as archival content. Mr. Mohamed Abdullah stepped down as CEO of Canadian 2 for 1 Pizza in November 2024 and no longer holds the position. References to his role reflect the company's management at the time of writing.

The Mission

Tasked to revive the brand and reintroduce to a younger market.

Canadian 2 For 1 Pizza needed to rework their messaging through PR

Client

Canadian 2 For 1 Pizza, an established pizza chain in Singapore.

Sector

Food and beverage, quick-service restaurants.

Services

Executive profiling, product launch PR, partnership and CSR announcements.

Headline Result

124 pieces of coverage over a 19-month brand revitalisation campaign.

The Challenge

Canadian 2 For 1 Pizza is an established household name, but its visibility had plateaued. The brand needed to rework its messaging and reintroduce itself to a younger market that prizes local flavours, sustainability and brands that stay active.

The fast-food space is crowded with legacy giants and trendy new entrants. Canadian 2 For 1 Pizza brought in Grow Public Relations to shed an outdated image and prove the brand still mattered in Singapore, which meant cutting through the noise and shifting how people saw it.

124

Pieces of Media Coverage Across 33 Media Titles

The 19-month campaign combined 38 articles, 4 radio interviews and 77 social media placements across executive profiling, product launches and partnerships

What we did

Grow Public Relations ran a 19-month campaign in Singapore, from March 2023 to October 2024, built on three pillars: executive profiling, product innovation and strategic partnerships.

First, we put CEO Mohamed Abdullah forward as the face of the brand. We secured executive profiles on his turnaround of the business, including the Money FM 89.3 Mind Your Business podcast and The Everyday People of Singapore.

Second, we drove interest through product and packaging stories. We announced the move to eco-friendly TRIA stackable pizza boxes in QSR Media, and launched the Singapore-inspired Hainanese Chicken Rice Pizza and Milo Churros for National Day, earning a review in Alvinology and a listicle placement on Burpple.

Third, we built affinity through partnerships and community work. We announced the tie-up with the Football Association of Singapore for the Singapore Premier League on Money FM 89.3, ran a football giveaway with Buzz Beat Media, and highlighted the adoption of beavers at Mandai Wildlife Reserve, covered by The Scribbling Geek.

The Results

The campaign secured 124 pieces of media coverage across eight activations. That broke down into 38 articles, 4 radio interviews and 77 social media placements, spanning 33 distinct media titles and 15 KOLs.

The coverage also placed the brand inside the national business conversation about the pizza market, with features in The Straits Times and Lianhe Zaobao. CEO Mohamed Abdullah noted a clear resurgence in the brand's visibility, particularly at trade events, a sign that the public and industry partners were engaged with Canadian 2 For 1 Pizza again.

Frequently Asked Questions

How does PR work for food and beverage brands in Singapore?

PR for food and beverage brands in Singapore works by keeping a brand in the conversation through a steady stream of stories: new menu items, executive profiles, partnerships and community work. For Canadian 2 For 1 Pizza, Grow Public Relations ran a 19-month campaign across all of these, earning 124 pieces of coverage in titles from The Straits Times to QSR Media and food platforms like Alvinology and Burpple. The goal is not a single burst of attention but sustained visibility that shifts how a younger market sees the brand. Consistent, varied stories are what keep an F&B name relevant.

What results can an F&B brand expect from a long-term PR campaign in Singapore?

A food and beverage brand can expect broad, measurable coverage from a sustained campaign. For Canadian 2 For 1 Pizza, Grow Public Relations delivered 124 pieces of coverage over 19 months, made up of 38 articles, 4 radio interviews and 77 social media placements across 33 media titles and 15 KOLs. The campaign spanned eight activations and put the brand into national business features in The Straits Times and Lianhe Zaobao. Beyond the numbers, CEO Mohamed Abdullah noted a clear resurgence in the brand's visibility, particularly at trade events, showing the coverage translated into real awareness.

What is a brand revitalisation campaign in PR?

A brand revitalisation campaign is a sustained PR programme that refreshes how the public sees an established brand and reintroduces it to a new audience. For Canadian 2 For 1 Pizza, a household name whose visibility had plateaued, Grow Public Relations built a 19-month campaign on three pillars: profiling CEO Mohamed Abdullah, launching bold new products such as the Hainanese Chicken Rice Pizza, and announcing partnerships like the tie-up with the Football Association of Singapore. The aim is to shed an outdated image and prove relevance, using a run of varied stories rather than one announcement.

How long does a brand revitalisation campaign take?

A brand revitalisation campaign usually runs over many months, because changing perception takes a sustained run of stories rather than a single launch. Grow Public Relations ran the Canadian 2 For 1 Pizza campaign for 19 months, from March 2023 to October 2024, across eight separate activations. That length let the brand move through executive profiling, product launches such as the Milo Churros for National Day, and partnership and community announcements, each building on the last. A longer timeline gives a legacy brand the room to reintroduce itself properly and to reach a younger audience with real depth.

Which PR agency in Singapore works with food and beverage brands?

Grow Public Relations is a Singapore PR agency that works with food and beverage brands. For Canadian 2 For 1 Pizza, Grow Public Relations ran a 19-month brand revitalisation campaign that secured 124 pieces of coverage across 33 media titles, from The Straits Times and Lianhe Zaobao to QSR Media, Alvinology and Burpple, plus radio on Money FM 89.3. The agency handles executive profiling, product launches, partnerships and CSR storytelling, and knows how to keep an established F&B brand visible and relevant to a younger market over a long campaign.

How do limited-edition, locally inspired menu launches drive media coverage in Singapore?

Limited-edition, locally inspired menu launches drive coverage because they give the media a timely, distinctly Singaporean story to tell. For Canadian 2 For 1 Pizza, Grow Public Relations launched the Hainanese Chicken Rice Pizza and Milo Churros to mark National Day, earning a review in Alvinology and a listicle placement in Burpple. Tying a product to a local moment makes it easy for food writers and platforms to feature, and it signals that a brand understands its market. These launches sat within a wider campaign that also covered eco-friendly TRIA packaging and community partnerships.

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