Singapore – Singapore’s retail giant FairPrice Group (FPG) has launched a new brand campaign that adds a touch of magic to the mundane, continuing its promise of “Every Day, Made A Little Better.”
Created by BBH Singapore, the 360° campaign brings humour and heart to everyday family life through a series of films, out-of-home visuals, and social activations.
Each story spotlights how FairPrice’s thoughtful retail innovations make even routine errands into moments of connection and care.
The three short films follow young families navigating the small rituals of daily life—grocery runs, self-checkouts, and even supermarket dates—with warmth and wit.
“After last year’s successful Every Day, Made A Little Better launch, we’re taking the story further by spotlighting the power of ‘&’—how FairPrice Group strives to deliver both value and quality, innovation and care, convenience and connection,” said Alvin Neo, chief customer and marketing officer at FairPrice Group.
A boy’s milk run becomes an act of sibling love; a family’s quick scan turns into a playful “treat yourself” moment; and a couple’s grocery trip doubles as a mini date at The Grocer Bar.
“This new campaign brings humour and heart to everyday family life, showing how a simple trip to FairPrice can help make every day a little brighter,” Neo added.
Khairul Mondzi, executive creative director at BBH Singapore, recalled, “Once, while shopping with my kids, I watched them bicker over snacks and couldn’t help but smile. The trip wasn’t perfect, but small things like a well-stocked shelf or a quick check-out, made the chaos feel manageable.”
“It’s funny how the little things add up, and make ordinary days a bit better. That’s the inspiration behind this campaign,” Mondzi emphasised.
Directed by Tan Hui Er through Little Red Ants Creative Studio, the campaign runs in Singapore from October 7 onward for two months.
