Singapore – Retailer FairPrice Group, has unveiled its ‘Love prospers in the little things’ campaign to celebrate the Lunar New Year, highlighting the values of connection and gratitude.
The integrated campaign was made in collaboration with Homeground United, an agency comprising Omnicom Production and TBWA\Singapore.
At the center of the campaign is a film following a feline named Mi Bao exploring its neighbourhood. The film highlights moments between family, friends, and strangers that are often overlooked yet embody the spirit of the season.
As part of the campaign, FairPrice presents activations, the ‘Chinese New Year Block Parties,’ which blends cultural experiences and games. Participants can get a chance to win an exclusive Mi Bao plushie sets.
The ‘Love prospers in the little things’ film can be viewed on television and online channels.
“Based on this cultural insight, we believed that a storytelling approach would have a greater impact in capturing the true essence of this festive season. In many Asian cultures, love often finds expression in the subtle, unspoken moments – a shared glance, a gentle touch or a quiet act of service. These understated gestures carry profound meaning and resonate deeply, which we felt a typical jingle or comedic film wouldn’t fully capture,” Loo Yong Ping, executive creative director at TBWA\Singapore, said.
“At FairPrice, we believe that love thrives in the little things — keeping to familiar and meaningful rituals that celebrate kinship during Chinese New Year. From preparing a hearty meal to the joy of giving, these moments of connection are what truly make the festivity special for those you love. Just like Mi Bao (咪宝), we see the love in everything our customers do, and it’s our purpose to make their everyday a little better as they shop from an abundant selection of festive goods at great value,” Alison Ee, director & head of customer & marketing (retail business) at FairPrice Group, commented.
“We are thrilled to once again put forth an exciting campaign in partnership with FairPrice Group for this year’s Chinese New Year campaign. This festive season is a time for family and celebration through the little rituals of each household. Together, we’ve crafted a campaign that not only honors the rich heritage of the season but also adds joy and demonstrates the value FairPrice brings to its customers. We’re proud to be a part of this milestone and look forward to continuing our work with FairPrice in the future,” Joyce Chen, chief executive officer of Omnicom Production, said.
