SINGAPORE — In a nation known for its rich culinary culture, Singapore residents value their sense of taste to fully appreciate the food they love. But excessive salt consumption can dull our taste buds over time and reduce our sensitivity to salt. This is the key message that the Health Promotion Board (HPB) seeks to deliver with the latest integrated campaign, “For the Love Of Taste,” developed by Publicis Singapore for HPB. This is part of HPB’s nationwide #LessSaltMoreTaste movement, which encourages the use of less salt to reduce Singapore residents’ sodium intake for better health.
At the heart of this integrated campaign is “The Art of Taste,” an experiential installation at Dhoby Ghaut MRT station B2 Concourse, which is now running until December 05. Created through TMRRW, a Singapore-based art and motion studio, this interactive generative art project – a first for HPB – invites the public to transform beloved local dishes into vibrant works of art, using generative technology to visually represent the explosion of natural flavors in our food that we can better appreciate when not masked by too much salt.
“Using generative technology to explore what once seemed impossible has unlocked new, impactful ways to connect with consumers. By showing, rather than telling, that less salt doesn’t mean less flavour, we’re inspiring people to discover a new appreciation for the richness of natural flavours, which often go unnoticed,” said Pei Ling Ho, Publicis Singapore Executive Creative Director.
Supporting the campaign is also a cinematic film by acclaimed director Royston Tan. Set in the 1960s, the story follows a man, played by actor Pierre Png, sitting in strained silence over dinner with his wife, as if something has come between them. In a clever twist, the “third party” isn’t another person – it’s salt. Salt has dulled their enjoyment of the meal, symbolizing how over-salting masks their true connection with food. When the man puts down the salt shaker, he rekindles his passion for the meal and for sharing flavors with his beloved.
With its Wong Kar Wai-inspired visuals backed by a beautiful rendition of local song “Singapura Permai” proving a popular hit with audiences, the film has drawn nearly 20 million plays across platforms since launch.
Beyond the installation and film, the #LessSaltMoreTaste message is spread through social media, online banners, and public spaces. Each piece of the campaign highlights Singapore’s rich culinary heritage, celebrating natural flavours at the heart of local dishes.
Building on the success of last year’s “Trust No Tongue” campaign, “For the Love Of Taste” deepens the message with simple, practical steps to reduce sodium intake in everyday life, whether by using less salt, sauces or gravy, choosing lower-sodium products, or making healthier choices when dining out.
After all, the love of taste is timeless – and with a few small changes, we can keep that love alive for years to come.
