PR Case Study: How Saltine Communications Helped The Happy Moo Generate Buzz for the World’s First Shaker Jerky
- saltinecomms
- Aug 30, 2021
- 4 min read
Launching a new food product in Singapore is highly competitive, especially when consumers are constantly exposed to new snacks, health foods and lifestyle brands. To stand out, brands need more than an innovative product—they need a compelling story that captures media attention and sparks consumer curiosity.
As The Happy Moo’s Singapore PR Agency, Saltine Communications developed a strategic PR campaign that positioned the brand as an innovative food startup redefining healthy snacking. By combining founder storytelling, product innovation and lifestyle trends, Saltine helped The Happy Moo earn media coverage that increased brand awareness and introduced its unique concept to consumers across Singapore.
Campaign Summary
The Happy Moo partnered with Saltine Communications to launch the world’s first Shaker Jerky while building awareness for its healthier approach to snacking. Rather than promoting beef jerky as just another snack, Saltine developed a media strategy that focused on changing consumer eating habits during the pandemic, product innovation and the entrepreneurial journey behind the brand. Through strategic media relations and compelling storytelling, Saltine successfully positioned The Happy Moo as an exciting local food innovation worthy of editorial attention.
Client Background
Founded by Singaporean underwater photographer Andrew Lim, The Happy Moo was born from a simple idea: create a healthier, more exciting alternative to traditional beef jerky.
The brand introduced the world’s first Shaker Jerky, allowing customers to customise the flavour intensity of their jerky using separate premium seasoning packs inspired by popular Asian flavours such as Mala, Lemon Ponzu and Truffle. Each batch is handcrafted using premium beef, natural ingredients and an extensive preparation process to deliver a healthier snack without compromising on flavour.
The Challenge
Although The Happy Moo introduced an entirely new concept to the market, educating consumers about the product presented a significant challenge.
Beef jerky was already a familiar snack category, making it difficult to communicate how Shaker Jerky offered a genuinely different experience. At the same time, the food industry remained highly competitive, with countless new consumer brands launching every year.
Saltine Communications recognised that simply promoting product features would not be enough. Instead, the campaign needed to tell a broader story about changing consumer lifestyles, healthier eating habits and local innovation.
Our PR Strategy
As a Singapore PR Agency specialising in consumer and lifestyle PR, Saltine Communications developed a campaign centred around product innovation, founder storytelling and timely lifestyle trends.
Rather than positioning The Happy Moo solely as a snack brand, Saltine connected the product to the growing demand for healthier food choices during the pandemic. The campaign highlighted founder Andrew Lim’s entrepreneurial journey, his passion for creating healthier snacks and the innovation behind the world’s first Shaker Jerky concept.
Saltine also emphasised the product’s customisable seasoning system, premium ingredients and unique flavour profiles, providing journalists with fresh editorial angles that differentiated The Happy Moo from conventional jerky brands.
Through targeted media pitching and strategic storytelling, Saltine generated strong interest from food, lifestyle and mainstream media.
Media Coverage Secured
Saltine Communications secured valuable media coverage across respected consumer, lifestyle and food publications.
The Happy Moo was featured by The Straits Times, SethLui.com and CNA938 – Eat Drink SG, where the brand and its founder shared the inspiration behind the innovative Shaker Jerky concept and the growing demand for healthier snacking options.
The earned media coverage increased awareness of the brand while providing trusted third-party validation that strengthened consumer confidence during its launch period.
Campaign Results
The campaign successfully introduced The Happy Moo to Singapore’s competitive food market while positioning the brand as an innovative local startup.
Media exposure complemented the brand’s successful product launch, which sold out within minutes, helping sustain public interest and reinforce The Happy Moo’s reputation as an exciting food innovation.
By focusing on storytelling rather than traditional product promotion, the campaign generated long-term brand awareness while supporting continued consumer engagement.
Why This Campaign Worked
This campaign succeeded because it focused on innovation and consumer behaviour rather than simply promoting a food product.
Saltine Communications recognised that journalists were more interested in the larger story behind changing eating habits, entrepreneurship and healthier lifestyles than another snack launch.
By positioning The Happy Moo as the creator of the world’s first Shaker Jerky and highlighting its founder’s journey, Saltine transformed a product launch into a compelling editorial story that resonated with both media and consumers.
Why Brands Hire Saltine Communications
Consumer brands often struggle to stand out in crowded markets where product features alone are no longer enough.
Saltine Communications specialises in uncovering authentic brand stories, identifying newsworthy angles and securing earned media coverage that builds trust and visibility.
For The Happy Moo, this meant transforming an innovative snack into a story about entrepreneurship, healthier lifestyles and product innovation.
Through strategic PR, Saltine helped the brand earn meaningful editorial coverage that supported awareness, credibility and long-term growth.
Frequently Asked Questions
How can food brands secure media coverage in Singapore?
Food brands can increase media opportunities by focusing on founder stories, product innovation, consumer trends and unique brand positioning instead of relying solely on product launches.
Why is PR important for FMCG and food startups?
PR helps food brands build consumer trust, increase visibility and differentiate themselves through credible third-party media coverage.
What does a Singapore PR Agency do?
A Singapore PR Agency develops strategic media campaigns, creates compelling story angles and secures earned media coverage that strengthens brand awareness and reputation.
How did Saltine Communications help The Happy Moo?
Saltine Communications positioned The Happy Moo around innovation, healthier snacking and founder storytelling, resulting in media coverage across Singapore’s leading food and mainstream publications.
Why is founder storytelling effective for consumer brands?
Founder stories humanise brands, create emotional connections and provide journalists with authentic narratives that extend beyond products.
About Saltine Communications
Saltine Communications is a Singapore-based PR agency specialising in media relations, consumer PR, founder profiling and thought leadership for startups, SMEs and established brands.
The agency has secured coverage across leading publications including The Straits Times, CNA, Business Times, SethLui, Tatler and many more.
Whether you’re launching a food brand, introducing an innovative consumer product or building long-term brand credibility, Saltine Communications helps businesses earn meaningful media coverage that drives awareness, trust and business growth.
As Seen On:
CNA938 - Eat Drink Sg (Live Interview)
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