Iggy’s 15‑Year Milestone and a Marketing Misstep
When a fine dining icon turns 15, you’d expect a glittering celebration rather than a controversy.
The Big Bash
- Iggy’s, boasting a single Michelin star, has hung onto Singapore’s culinary scene for a whopping fifteen years—an impressive feat in a market that churns through “new comers” faster than you can say “flavor.”
- To mark the anniversary, the team teamed up with Chef Willin Low of Wild Rocket, orchestrating a solo‑night, “four‑hands” dinner that promised an avant‑garde twist on modern Singaporean cuisine.
The Instagram Incident
On September 19, the Hilton‑powered marketing crew pushed a post that was meant to hype the event, but the words they chose took an unexpected turn. What was supposed to be a slick, celebratory blurb ended up being interpreted as a potentially disconcerting reference veiled in coded language—a prospect that felt like stepping into a scene from a dark comedy where everything goes awry.
While the underlying event was a high‑class culinary adventure, the messaging sparked eyebrows and baffled fans. It’s a reminder that even a seasoned restaurant can stumble when the translators of tone get tangled.
When a Michelin‑Star Restaurant Crosses the Line
Food critic and culinary journalist Timothy DePeugh didn’t hesitate to take the stand on Instagram. He slammed a recent post from Iggy’s, calling it “unacceptable” and “disappointing” – especially for a spot that’s earned a Michelin star.
What the Critic Said
- “Human trafficking (not to mention pedophilia) is never funny.”
- “Shame on Iggy’s and Chef Willin Low for making the joke and for trying to capitalise at the expense of victims.”
Why did the post stir the pot? Because the joke was not only tasteless, it was downright offensive. And who can ignore that? The whole internet felt the sting.
The Social Media Burn‑Back
Followers weren’t shy. They piled on the criticism, and the backlash was real‑time: “Disgusting!”, “How dare you?”, “This is a disgrace!” .
In response, Iggy’s team issued an apology—though it was more a defensive chastisement of the critic and not a heartfelt mea culpa.
Bottom Line: The Post is Gone
Good news? The offending content was removed. That’s a win for the victims and a reminder that a few missteps can lead to big consequences — especially in the age of social media, where every word is under a microscope.
Another Round of Hot Takes for Iggy
Iggy is back in the spotlight—this time for all the wrong reasons. After their latest statement hit the internet, a fresh wave of criticism splashed across the feeds. Even DePeugh didn’t hold back, dropping a quick, no‑frills reply that just added fuel to the fire.
- Fans call the response “out of touch.”
- Critics argue the tone was dismissive.
- DePeugh’s snappy one‑liner sparked a hot debate.
With the chatter growing louder, it looks like Iggy’s next move will be crucial to keep the drama from going full-on.
When a Restaurant’s “Wild” Line Turns Wrong
Last week, a little mishap turned a bold marketing line into a social media storm, and the place that reeked of a hot‑season dish had to step up.
The Mix‑Up That Made Headlines
It wasn’t a panic‑button stain or a wrong order—it was a typo. Iggy’s, the snazzy spot called “Wild Rocket,” had attempted a playful pun on “wild” to celebrate the 15th anniversary of their founder. Someone read the new caption as “WILD AMNESTI…,” and a whole crowd of users went wild, taking a wrong stance over the words the slightest way.
Chef Low Speaks Up
The chef, chef Low, owned up on the spot:
“We wanted to pun on the word ‘wild’ because of our restaurant’s name “Wild Rocket” and the fact that (it was) Iggy’s 15th anniversary. We thought of how crazy and wild a 15‑year‑old will be celebrating a birthday. We agree it is unacceptable to capitalise on any victims and assure you that was never our intent. We admit it is a terrible mistake that we will learn from. Thank you for pointing it out.”
The tone is bland and polite; the apology is sincere, but that extra bit of wonder (celebrate 15‑year-old kid vibes) turns the whole campaign into a side‑saddle of fighting back. It was a lesson in making sure your marketing sense isn’t a “noise!” You’d better double‑check the headlines—especially ones that use puns on “wild.”
Fixing the Beat: Safer Copy, Actually Better!
- Phase two: a fresh Instagram caption, aimed to keep the birthday good vibes while steering clear of any beefy wilderness studies.
- My “cleaned up” version counts down on the new and improved post, and it’s all about the dinner event coming up next Tuesday.
- Remarkably, Iggy’s’s upcoming “Dinner Delight” has zero left‑overs from the original mistake.
What’s the Bottom Line?
We always say, “The kitchen is where the food meets the language.” When the dinner-talk scatters, you’ve got to eat it back—probably with a smile and a safety net. Iggy’s shows that a little apology, a dash of humility, and a fresh copy can turn a potential PR fiasco into a learning moment. And in the end, nobody’s left feeling ill-unearthed—they’re just getting ready for “Delicious & Daring” dinner.
