Shashlik, one of Singapore’s leading heritage restaurants, has just refreshed its menu, décor and website. Hot out of the kitchen is a brand campaign featuring irresistible insta-worthy dishes garnished with historic tidbits behind popular favourites.
“Russian cuisine dates back to the 18th century and is as complex as its flavours,” explains Alan Tan, owner of Shashlik Restaurant. “With this branding effort, diners will not just savour the taste but the significance behind our signature dishes. I’m excited to tell the stories behind our dishes that have never been told before. It’s a fresh experience to both returning and new guests.”
Local boutique agency, Blak Labs, created the omni-channel campaign and accompanying website which launches mid May.
“As a haven of classic dishes, Shashlik is a legend,” continues Charlie Blower, Managing Partner of Blak Labs. “Now being run by the second generation of Shashlik family members, we wanted this heritage restaurant to appeal to a younger audience.”
Shashlik was established by the late Mr Tan Niap Hin and eight colleagues from the Russian restaurant Troika when it shut down in 1985. Opened on 23 April 1986, Shashlik has made a name for itself serving Russian and Continental cuisine with Hainanese flair, with popular items such as Borshch, beef and lamb Shashlik and the show-stopping Baked Alaska.
The iconic restaurant closed its doors in December 2015 but was brought back in March 2016 by new owners, chef Derrick Tan, his elder brother Alan (sons of the late of Mr Tan) and business partner Lee Say Yeow. Most recently, Shashlik was named one of the ‘Best Western Restaurants’ at the RAS Epicurean Star Awards 2018 and a ‘Heritage Hero’ by Slow Food Singapore.
“Our campaign celebrates firm favourites from the menu by telling the story behind the dish. As we all know, the tastier the tale, the quicker it gets devoured!” concludes Blower.
Copywriters: Praveen Amarasuriya, Charlie Blower, Justin Lim
Art Director: Regina Lee
Typographer: Regina Lee, Cyndi Teo
Web Design: Regina Lee
Web Development: Bala Suruliraj
Photography: John Heng, Da Photographer