FairPrice Group launches ‘FPG ADvantage’ to connect brands with consumers across retail, dining

Singapore – FairPrice Group (FPG) has launched FPG ADvantage, a new business unit on what it describes as ‘Singapore’s largest omnichannel retail media network’, aimed at connecting brands with consumers across its retail and dining ecosystem.

The platform consolidates advertising inventory across FPG’s network of 570 physical touchpoints, including FairPrice supermarkets, Cheers convenience stores, Unity pharmacies and Kopitiam food courts. It also offers access to customers on the FPG app, used by 1.7 million transacting users, and more than two million members of the Link Rewards loyalty programme.

FPG ADvantage integrates both physical and digital assets, such as over 1,000 digital screens, in-store radio across more than 150 supermarkets, AI-enabled smart carts, more than 6,000 Kopitiam tabletop decals, and in-app media placements and gamified experiences on the FPG app, which collectively support more than one million daily customer interactions.

The unit also provides purchase attribution capabilities through partnerships with Meta and The Trade Desk, enabling advertisers to connect campaigns to verified sales outcomes within FPG’s network.

Moreover, FPG ADvantage is being launched against the backdrop of global growth in retail media as an advertising channel tied closely to transactional data.

Vipul Chawla, group chief executive officer at FairPrice Group, said the platform is designed to be intuitive and deeply integrated with FPG’s role in daily consumer routines. “The FPG ecosystem, spanning a customer’s journey of grocery shopping, dining, and online retail, gives us a connection and a deep community trust that is truly unparalleled,” he said. 

“We are uniquely positioned to offer brands a way to deliver value directly to consumers, making it easy on the wallet and the experience. This isn’t just advertising space, it’s a direct line to fostering relevant, rewarding connections that uplift the everyday lives of Singaporeans,” he added.

FPG ADvantage has been piloted with several early partners. Singtel was a sponsor of the Omni Store at FairPrice Finest’s Store of Tomorrow in the Punggol Digital District, attracting more than 45,000 visits in a month. Meanwhile, Nestlé’s Milo campaign reportedly reached over 680,000 unique shoppers in one week and recorded a significant omnichannel return on ad spend, alongside a rise in sales across online and offline channels.

“At Nestlé, we believe real growth comes from truly understanding our consumers – how they live, shop and dine every day, said Rajat Jain, managing director at Nestlé Singapore. “Working with FPG ADvantage has helped us turn these insights into action, creating meaningful connections that drive results. This partnership lets us plan smarter, reach audiences more cost-effectively, and strengthen our brand’s presence in Singaporean homes. It’s a partnership built on trust, innovation, and a shared drive to keep growing together.”

“This strategic collaboration with FairPrice ADvantage represents the ultimate fusion of retail and telco innovation,” said Lynette Poh, head of marketing communications at Singtel. “The introduction of Endless Aisles at the Omni Store creates a sophisticated, connected commerce ecosystem. It provides brand partners unparalleled, real-time audience engagement capabilities and the closed-loop measurement necessary to unlock the true ROI of retail media, turning every store interaction into a measurable engagement opportunity.”

FPG said the launch is part of a broader innovation strategy including initiatives such as its Store of Tomorrow concept and its cross-border partnership with Alipay+.