Singapore – To commemorate the company’s 50th anniversary, FairPrice Group has penned down a love letter that honours the country’s frontliners, and how the company played a key role in securing the nation’s food supply through thick and thin in the midst of a pandemic.
The love letter, running under the company’s ‘Always, FairPrice’ campaign, was conceptualised by The Secret Little Agency (TSLA). The love letter, which ran across all four languages of Singapore Press Holding’s main vernacular dailies, promises to safeguard its customers’ way of life in Singapore.
Alvin Neo, chief customer and marketing officer at FairPrice Group said that the campaign was developed at a time where Singapore is facing its highest rate of inflation in 14 years.
“Our love letter to all in Singapore aims to assure customers that through economic highs and lows, good times and tough ones; FPG will remain focused on moderating the cost of living by setting the benchmark for prices of daily staples, so as to keep food and essentials within reach and readily available. The word ‘always’ in ‘Always, FairPrice’ represents that long term commitment,” he added.
With its 50th anniversary celebrations, the public can also look forward to the launch of a nationwide ‘behind-the-scenes’ video quiz series which features real life stories of frontliners working around the clock to deliver daily essentials to all in Singapore.
Moreover, the brand campaign’s creative direction also features re-created miniatures of FairPrice Group employees visually representing every little effort that the FairPrice takes to ensure that it stays true to the promise of safeguarding the way of life, where essential products such as eggs take centre stage.
