TBWA turns salt reduction into a mouthful of fun

Centred on an imaginative concept called The Mouth Library, the initiative uses humour, interactive experiences and digital advertising to make lower-sodium choices part of everyday dining.

TBWA\Singapore has partnered with Singapore's Health Promotion Board (HPB) to launch Less Salt Your Way, a campaign encouraging consumers to request less salt, sauce or gravy when ordering food.

The campaign addresses high sodium consumption in Singapore, where 95 percent of residents consume more than the recommended amount. Average daily intake stands at approximately 4,000mg, twice the recommended limit. Commonly consumed dine-out dishes have also become 10 percent saltier over the past two years, according to HPB.

TBWA\Singapore uses creative storytelling to encourage healthier eating

The Less Salt Your Way campaign aims to make asking for less salt a familiar habit while encouraging consumers to choose lower-sodium products when dining out and shopping for groceries.

HPB continues to work with industry partners to increase the availability of lower-sodium options and encourage food businesses to accommodate customer requests. The campaign complements these efforts by encouraging consumers to express their preferences, helping build demand for healthier food options.

At the centre of the initiative is The Mouth Library, an eccentric collection of expressive mouths, each representing a different way to request less salt.

The Mouth Library brings humour to sodium reduction

The campaign film follows a protagonist who struggles to ask for less salt before discovering The Mouth Library. Inside, he encounters characters ranging from a rapper and an opera singer to a romantic Korean drama-inspired personality, each demonstrating a different way to make the request.

The production combines footage of different actors with physical props to create a surreal environment. The concept reinforces the message that consumers do not need to follow a particular script when asking for less salt.

Interactive activation brings campaign to Singapore commuters

The campaign's key visuals extend the concept across digital and out-of-home advertising placements. Everyday food plates and product packaging become speech and thought bubbles, illustrating different ways to request less salt or select lower-sodium alternatives.

The Mouth Library will also appear at HarbourFront MRT station during November, giving commuters an opportunity to interact with the campaign. Visitors can scan QR codes to try different mouths and discover their own way of asking for less salt.

HPB offers 10 million Healthpoints to encourage participation

To support the campaign, HPB is offering 10 million Healthpoints through a social media contest, daily sure-win promotions and partner offers at participating supermarkets and eateries.

The promotional period runs from September 22 to November 30, 2026, rewarding consumers for engaging with lower-sodium choices.

TBWA\Singapore puts consumers at the centre of the campaign

Loo Yong Ping, Executive Creative Director, TBWA\Singapore: "We wanted to turn asking for less salt into a fun and memorable experience. So, we put the power in Singaporeans’ hands – and mouths. That’s how the Mouth Library came about. Whether you’re an opera singer, a rapper or a regular person ordering lunch, you can ask in a way that works for you."

Through its combination of creative storytelling, public engagement and consumer incentives, Less Salt Your Way aims to make requesting less salt as commonplace as asking for extra chilli or leaving out coriander.

www.tbwa.com.sg

www.hpb.gov.sg

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