Agency: VML
Date: Jan 2020
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Petrol giant Caltex created a giant pineapple in Singapore to celebrate the opening of a new petrol station in Jurong West ahead of Chinese New Year.

The 2.5m-high giant inflatable fruit, created with the help of VMLY&R, is a nod to the local tradition of blessing a new home by rolling a pineapple into the house.

Pineapple rolling is also a local tradition stemming from the Hokkien term for ‘pineapple’ sounding similar to the Hokkien term for ‘welcoming prosperity.’

Starting out from Tampines, the giant pineapple took a total of 24 hours to reach its destination in Jurong, making its way through Tampines Central, Changi City Point and East Coast Park, before passing through Singapore’s Central Business District via the Helix Bridge, past Marina Bay Sands, through to Raffles Green, Bugis Street and Orchard Road.

Lastly, it made its way through the Singapore heartlands of Toa Payoh, Clementi and Jurong East to finally arrive at Jurong West.

The stunt drew the attention of Singapore residents on social media while local Internet celebrities Pornsak and Fauzi Aziz posted about the event via their social media channels.

On social media, posts about the festive fruit have so far received more than 170,000 views and 32,500 likes via social media and counting.

“Caltex Jurong Spring is the latest addition to our network, and what better way to start the housewarming than with a fun activation which would resonate with the local community, bringing good fortune in the run up to Chinese New Year,” said Abraham Lee, a brand specialist at Caltex parent company, Chevron Singapore.