Singapore – FairPrice has launched a new campaign in time for the Chinese New Year celebration, which brings to life the story of the ‘Dragon in the Great Race’ to portray FairPrice’s role in Singapore’s Chinese New Year celebrations.
FairPrice and creative agency Homeground United bring back to life the story of the Great Race from ancient Chinese mythology. They represent the generosity, sharing, and inclusivity of the Dragon spirit in their campaign, displaying a touching parallel.
The campaign film tells the story of the Dragon in the Great Race in an attempt to commemorate those who contribute to the feasts and reunions, the movie aims to capture the helping essence of the dragon. It invites viewers to welcome in the New Year by embracing and spreading the Dragon spirit.
The Great Race, a story from Chinese mythology, tells of twelve animals racing to meet the Jade Emperor and claim their places in the Chinese calendar. These twelve animals eventually became the twelve zodiac signs that are used today. Though the Dragon was meant to take first place, the real victory was demonstrated by deeds of kindness and giving, which brought the Dragon to fifth place.
Speaking about the campaign, Loo Yong Ping, deputy executive creative director, TBWA\Singapore, stated, “FairPrice as a brand has always been dedicated to extending a helping hand to make lives better for the people. The brand’s role in the community has always been significant, and especially so during festive seasons. When we dove into cultural truths of Chinese New Year, it was inspiring to find similarities between the Dragon and FairPrice.”
Meanwhile, Joyce Chen, managing director, eg+, expressed, “We are proud of the close partnership between FairPrice and Homeground United which fuelled this 360 campaign. From cultural insights to execution, the campaign story was crafted to reconnect audiences to FairPrice’s brand ethos. The trust and strong collaboration between client and agency were the building blocks of this success, breathing life into a message that’s both relevant and impactful for audiences this Chinese New Year.”
Furthermore, Alison Ee, director and head of customer and marketing (retail business), FairPrice Group, said, “As Singapore’s leading homegrown retailer, FairPrice stays committed to our social purpose in easing consumers’ cost of living and serving the community. The Dragon spirit resonates well with our everyday purpose to serve Singapore with essentials at great value in the hope that we give every one more reasons to celebrate this Chinese New Year.”
