Singapore – FairPrice Group has unveiled its Chinese New Year 2026 campaign, shifting the spotlight from festive spectacle to the small, familiar moments that give the season its meaning.
Created by TBWA\Singapore and directed by Tariq Mansor, the Mandarin-first campaign, titled Every Celebration Made A Little Better, builds on FairPrice’s long-running brand platform, Every Day, Made A Little Better.
It reflects the idea that Chinese New Year is shaped not by grand gestures, but by countless everyday details that, when taken care of, create space for joy, generosity, and togetherness.
This sentiment is captured in the line “小心意大欢喜”, expressing how small acts can lead to great joy.
The campaign is led by three 30-second films produced by Cutscene, each rooted in recognisable behaviour rather than heightened drama.
The Battle follows a mother and son turning their living room into a playful battlefield, made possible by having Chinese New Year shopping delivered ahead of time.
The Feast centres on a generous aunty happily feeding her guests round after round, enabled by festive offers that make giving easier.
The Hotpot sees a young couple transform a home gathering into an indulgent experience that rivals dining out, inspired by the breadth and quality of FairPrice’s steamboat selection.
“Every day, families are doing their best to balance work, responsibilities, and time with the people they love. During Chinese New Year, that effort becomes even more pronounced,” said Alison Ee, director and business marketing head for FairPrice.
Alison added, “At FairPrice, our commitment is to make everyday essentials within reach, so our customers can focus on what truly matters. When the little things are taken care of, celebrations naturally feel more rewarding.”
Rather than dramatising stress, the films immerse viewers in moments of laughter, sharing, and generosity, only later revealing that these celebrations are possible because the everyday details have already been handled.
Frontliners sit at the heart of both the films and the visuals, portrayed as quiet enablers whose care powers each celebration, while the brand itself remains intentionally in the background.
“Chinese New Year is shaped by small, familiar rituals that carry a lot of meaning,” said Loo Yong Ping, executive creative director, TBWA\Singapore.
Loo explained, “We wanted to tell stories rooted in everyday life, where celebration comes from having the space to be present. By focusing on the little things and the people who enable them, the work reflects how FairPrice fits naturally into the rhythm of the season.”
“Every Celebration Made A Little Better reflects a shared belief between FairPrice and TBWA that progress is built through consistency and care,” said Mandy Wong, chief executive officer, TBWA\Singapore.
“This campaign puts people first, from families celebrating at home to the frontliners supporting them every day, and tells a story that feels true to FairPrice’s role in the lives of Singaporeans,” Mandy stressed.
The campaign rolls out in the lead-up to Chinese New Year 2026 across digital, social, in-store, and FairPrice-owned platforms.
