NTUC FairPrice:
Getting people to fall in love
with grocery shopping again.

FairPrice is Singapore’s largest supermarket chain. But everyone just saw the brand as somewhere they could get cheap apples and chicken from. Our brand challenge was to get people to rethink a trip to the supermarket as something that is meaningful and important.

This campaign gave a suite of reasons why going to FairPrice is “Worth The Trip”. Whether it’s a time to bond with the kiddos, a way to protect well-loved family recipes, or a place where long-serving staff remember you by name.

The integrated campaign worked across touch-points - from hundreds of OOH ads, to in-store engagement and events. The campaign started with a film that centred around a well-loved local dish, a grocery errand run, and family values that transcend generations.

The result was a 360-campaign that had boost brand love and delivered an audience likability score of 96%.