Singapore. RTG HOLDINGS, an established food and beverage (F&B) group in Singapore, appoints Ruder Finn Asia to manage the company’s first homegrown brand LiHO, a new tea beverage chain in Singapore.
Launched in 2017, LiHO has over 80 outlets to its name as of June 2017, making it the largest bubble tea beverage chain locally, best known for its locally-designed flavour – Cheese Tea.
The specially crafted cheese topping, which was developed locally, is available as a topping across all its drinks, including fresh lemon juice, mango smoothies and its speciality Jing Syuan and Guan Yin tea, and prepared fresh daily at each outlet.
Meaning “How are you?” in the Chinese dialect, Hokkien, LiHO ( 里 喝 ) believes that despite cultural and language differences, a simple “Li Ho!” greeting over a delicious cup of tea can help to connect and bond people from all walks of life.
Appointed since May 2017, Ruder Finn has worked closely with RTG to help LiHO establish a firm presence in Singapore in less than 2 months.
Rodney Tang, Managing Director, RTG Holdings, comments, “We are confident in having Ruder Finn on board as our communications partner. The team delivered beyond expectations during the first few weeks of our launch. LiHo was the talk of town in Singapore among bubble tea fans, social, online and mainstream media. We had to replenish our ingredients to meet the unexpected demand from our fans, who have embraced LiHO and its new drinks menu. Going forward, Ruder Finn’s task is to continue to manage an ongoing strategic communications program for LiHO, to become the leading brand in its industry, as well as for future overseas expansion and franchise plans.”
“It takes two to clap, and a team of people to make an applause. We commend the LiHO client for their recent success. Teamwork and great partnership are important in any client relationship. We worked hard, and so did the LiHO team. Having raised the bar during the launch, we need to ensure that we continue to build on the momentum to build LiHO into a well-known household brand that everyone can be proud of,” says Yu Poh Leng, Senior Vice President, Ruder Finn Asia.