Singapore – FairPrice Group (FPG), Singapore’s largest retailer, has launched a new campaign aimed at highlighting the daily struggles of everyday families and how the brand strives to make life a little easier for them. The campaign, which centers around the tagline “Every Day, Made a Little Better,” is spearheaded by an emotional short film produced by BBH Singapore.
Directed by Tan Hui Er, the film focuses on a hardworking Singaporean couple and their young son as they navigate the ups and downs of family life. The storyline showcases relatable moments, such as the mother feeling guilty for arriving home late from work without time to cook, and the father rushing to pick up their child from school. Tender scenes depict the emotional highs and lows of parenting, from a tearful meltdown in a supermarket aisle to a child drawing on the bedroom wall in crayon.
As the narrative unfolds, it highlights how small moments can have a big impact on daily life, with FairPrice Group quietly playing a supportive role in the background. The film is set to a specially composed song titled “You’re Doing Well,” reinforcing the campaign’s message of reassurance and hope.
Running for three months across cinema, social media, digital platforms, and out-of-home (OOH) channels, the three-minute film, along with 30- and 15-second cutdowns, is designed to create a strong emotional connection with viewers. It emphasizes FPG’s role as a trusted partner in helping families manage their everyday challenges, underscoring its commitment to supporting the Singaporean community.
The campaign encourages families to find positivity in their daily lives, even when things aren’t perfect. It serves as a reminder that the little moments spent together are what matter most. This message will be reinforced through various community and customer engagement initiatives launched by FPG’s brands, reflecting the company’s social mission to keep essential goods accessible to all Singaporeans.
In addition to its retail operations, FPG champions several community support initiatives through its philanthropic arm, FairPrice Foundation. Programs like “Start Strong, Stay Strong,” “Cheers Breakfast Club,” and the annual “A Full Plate” food donation drive showcase the group’s dedication to promoting healthier and more fulfilling lives for Singaporeans.
BBH Singapore was responsible for developing FPG’s refreshed brand architecture, aligning its sub-brands—FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, Cheers convenience stores, and Unity pharmacies—under the master brand to strengthen their collective impact.
With this new campaign, FPG aims to deepen its emotional connection with Singaporean families and demonstrate the meaningful ways it supports them in their everyday lives.
Alvin Neo, chief customer and marketing officer at FairPrice Group, said, “FairPrice Group’s latest brand campaign, “Every Day, Made A Little Better,” is more than just a brand refresh milestone for us; it is a heartfelt affirmation of our purpose and ethos. The campaign launches with a brand film unlike anything we have ever done, gently reminding the families we serve that even amidst life’s inevitable challenges, their daily efforts, no matter how small, do make a difference. It is a celebration of the extraordinary found in our daily lives and the important things to be grateful for. This same spirit fuels us at FPG, inspiring us to never stop giving our best to make every day a little better for those we serve.”
Meanwhile, Khairul Mondzi, executive creative director at BBH Singapore, commented, “We wanted to create something that would uplift and inspire people, that trying your best, even in small ways, makes every day a little better. Everyone, from the FairPrice Group team to our production partners, put their heart and soul into bringing this vision to life.”
