Tag: FairPrice Group

Singapore – FairPrice Group and Homeground United have recently teamed  up to elevate the tradition of gift-giving with a touch of festive magic, and turning heads with an interactive OOH, allowing passersby to tear off a layer of their ad for a scent-sational surprise.

Inspired by Singapore’s diverse festive flavours, FairPrice and Homeground United have created a range of exclusive gift wrappers that not only look beautiful but are multi-sensorial. These gift wrappers are different than your average paper – they smell good enough to eat.

Each of these special gift wrappers are infused with its own captivating scents respective of its design – from Cherry Pie, to Christmas Salad, Raspberry Chocolate and more! Whether your celebrations are held traditionally with a homely feast, a lunchtime gathering, or a pot luck dinner party, you’ll find a gift wrapper To Your Taste. 

This interactive activation from the larger FairPrice campaign ‘Christmas to Your Taste’, conceptualised by TBWA\Singapore as part of Homeground United, was designed to celebrate the Christmas season a little better for all of Singapore; in case Turkey and Ham is not their jam. 

On 16 November 2024 outside FairPrice Finest at Clarke Quay, hundreds of people lined up at the tear-able billboards to get their hands on the limited-edition wrappers, and even tasted the foods from FairPrice that inspired them for real at the event. 

FairPrice will be launching a second drop of different wrappers at FairPrice Xtra in VivoCity on Saturday, 7 December 2024, and in select FairPrice stores as well as online.

Alison Ee, director & head of customer & marketing (retail business) at FairPrice Group, said, “Our recently announced brand ethos, ‘every day, made a little better’, signals our commitment to finding fresh new ways to engage and delight our customers and community. This festive season, our focus is on bringing consumers a wide, innovative range of offerings that  enables all in Singapore to celebrate Christmas to their tastes, and hopefully, start some new traditions together.”

Meanwhile, Loo Yong Ping, executive creative director at TBWA\Singapore, commented, “We wanted a novel way for FairPrice to be part of Singaporean’s Christmas celebrations and we’re happy that our brave clients had the same appetite to do something different to break through the clutter.”

Lastly, Joyce Chen, CEO at Omnicom Production Singapore, stated, “This innovative approach to traditional Christmas dishes was born from the trust and close partnership cultivated between FairPrice Group and Homeground United. We’re excited to have had the opportunity to bring this concept to life with the support of the brand.”

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.”

Singapore – FairPrice Group (FPG) has teamed up with the Health Promotion Board (HPB) to introduce a new initiative that offers Singaporeans a more seamless way to earn rewards for making healthier purchases. 

As part of this collaboration, FPG has integrated its mobile app with HPB’s Healthy 365 app, enabling customers to automatically earn Healthpoints when purchasing healthier groceries and meals through the FPG app—eliminating the need to scan QR codes.

Through this partnership, customers who link their accounts and pay using the FPG app can accumulate HPB Healthpoints when purchasing Healthier Choice Symbol (HCS) groceries at FairPrice supermarkets and online, Unity pharmacies, as well as Healthier Dining Programme (HDP) endorsed food and beverages at Kopitiam food courts. These Healthpoints are earned in addition to the Linkpoints customers already collect for most purchases.

Customers can redeem these accumulated HPB Healthpoints for FairPrice, transport, or food vouchers. For instance, 750 Healthpoints can be exchanged for a $5 FairPrice voucher, enough to purchase a bottle of lower-sodium soy sauce and a loaf of wholemeal bread.

Vipul Chawla, group CEO of FairPrice Group, stated that HPB’s efforts to promote healthy living through the Healthy 365 app align with FPG’s broader commitment to making healthier choices more accessible and environmentally friendly for customers.

“Our hectic lifestyles coupled with responsibilities like work or school can make it easy for health and nutrition to become an afterthought. Initiatives like HPB’s Healthy 365 app remind us how important it is to take control of our health and wellness journeys, and as the nation’s largest retailer, we are energised to work with HPB to leverage our network of over 570 touch points across the island to help reward Singaporeans when they make healthier choices in their daily lives,” Chawla explained. 

This enhancement reflects FPG’s continued commitment to rewarding customers for making healthier food choices. It also marks the latest expansion of FPG’s omni-channel ecosystem, furthering its mission to enhance the app’s capabilities and deliver greater accessibility and convenience to users.

Singapore – FairPrice Group (FPG) has unveiled a strategic partnership with Central Food Retail Group (CFG), a Thailand-based food retailer and operator of the Tops supermarket chain, to enhance Singaporeans’ access to an expanded range of authentic Thai food products and culinary experiences.

Under this memorandum of agreement (MoU), FairPrice supermarkets in Singapore, including Finest and Xtra, along with their convenience stores Cheers and FairPrice Xpress, as well as online platforms, will now offer over 30 popular Thai snacks, such as fruit chips, cookies, and genuine Thai seasonings and pastes.

Additionally, this MoU marks the first collaboration between FPG and a Thai retailer, establishing a two-way exchange of products. Central Food Retail Group’s branded and private label items, including ‘MY CHOICE’, ‘MY CHOICE THAI’, ‘TOPS’, and ‘SNACKER’, will be introduced to FairPrice stores. In return, FairPrice Group’s own housebrand products and national consumer brands, such as ‘Golden Chef’, will be featured in CFG’s retail outlets.

Singaporeans’ love and appreciation for authentic Thai food and snacks are the focus of FPG’s collaboration with CFG. Furthermore, the partnership aims to enrich Singapore’s culinary landscape by making a diverse range of international flavours more accessible to shoppers.

Commenting on the partnership, Stephane Coum, CEO of Central Food Retail at Central Group, shared, “We are thrilled to partner with FairPrice Group, Singapore’s largest and most respected retailer. Through this collaboration, we aim to bring the best of Thai products to Singaporean consumers, offering them a taste of our rich culinary heritage. This partnership is a significant step forward in our vision of becoming a ‘Truly World-Class Omni-Channel Lifestyle Food Retail’ provider.” 

“By expanding our own brands, such as My Choice Thai, and supporting local SMEs under Tops Tongtin, we are not only introducing high-quality Thai products to an international market but also enhancing the omnichannel shopping experience for consumers in Singapore and Thailand. Leveraging FairPrice Group’s strong network, we ensure our products reach a wide audience, seamlessly integrating in-store and online platforms, which is core to our world-class retail strategy,” she continued. 

CFG, a subsidiary of Central Retail, operates Tops, one of Thailand’s largest supermarket chains, including Tops Food Hall, Tops Daily, Tops Online, and Matsukiyo with over 700 outlets nationwide.

FPG’s partnership with CFG is its second MoU focused on enriching Singapore’s culinary scene with global flavours, following a recent collaboration with South Korea’s LOTTE Retail. These efforts highlight FairPrice Group’s commitment to broadening Singaporeans’ access to diverse and authentic international cuisines.

Vipul Chawla, group CEO of FairPrice Group, said, “Singapore’s appreciation for Thai cuisine is stronger than ever, and as Singapore’s largest retailer, we’re thrilled to elevate that experience. With more Singaporeans travelling to Thailand and developing a deeper appreciation for Thailand’s rich culinary heritage, the demand for authentic Thai flavours at home is undeniable.” 

“Our partnership with CFG bridges this gap, bringing the vibrant tastes of Thailand directly to your table. Now, shoppers can effortlessly relive cherished culinary memories and savour the true essence of Thai cuisine, right here in our FairPrice stores,” Chawla added. 

Singapore – Jaren Loy, currently the head of digital growth (grocery) at FairPrice Group, has announced that he will be undertaking new duties in his current role at the company, more specifically focusing on the company’s retail media strategies.

In an exclusive conversation with MARKETECH APAC, Loy noted that he will take charge of spearheading strategic initiatives for FairPrice Group aimed at enhancing the efficacy and reach of their retail media endeavours.

“This will encompass orchestrating the implementation of data-driven advertising strategies, cultivating synergistic partnerships with key stakeholders, overseeing the optimization of advertising channels, and fostering innovation to stay ahead of industry trends,” he explained.

When asked about the specific strategies he will focus on, Loy said he is particularly eager to prioritize the development of innovative advertising solutions that capitalize on FairPrice Group’s extensive first-party data assets. 

“By leveraging this data, advertisers can create highly personalized and relevant campaigns that resonate with our customers,” he added.

Prior to leading FairPrice Group’s digital growth for its grocery division, he also lead the company’s omnichannel and O2O marketing strategies. It is worth noting that during his time as lead of omnichannel marketing at the company when FairPrice Group announced a partnership with The Trade Desk to provide brands on The Trade Desk’s platform with insights on the impact of their digital advertising campaigns across offline and online sales channels.

“Drawing from my experience in growth and omnichannel roles at FairPrice Group, I intend to bring a strategic focus on maximizing the value of our first-party data in the new advertising landscape. This includes identifying key customer segments, refining targeting algorithms, and optimizing ad placements to deliver maximum impact for advertisers,” Loy said when asked on his reflections from his previous positions at FairPrice Group.

When asked about current challenges on the retail media landscape, he said, “I think one of the main challenges and opportunities for marketers lies in adapting to a cookie-less environment. By leveraging FairPrice Group’s robust first-party data ecosystem, advertisers can overcome this challenge by directly targeting relevant audiences based on real-time insights and behavioral patterns.”

He also added that with the industry’s current movement towards first-party data, he adds that as an industry leader, FairPrice Group is committed to staying ahead of the curve in the evolving retail media landscape. 

“In 2024 and beyond, we anticipate a shift towards more privacy-centric advertising solutions, which aligns with our focus on safeguarding customer data and delivering a seamless, personalized shopping experience. Through strategic investments in data analytics, technology infrastructure, and partnership development, FairPrice Group aims to empower advertisers to thrive in this new era of digital marketing,” he concluded.

Singapore – Eagle Eye, a software-as-a-service (SaaS) technology company, has secured a multi-year partnership with FairPrice, the largest retail provider in Singapore. This was done through Eagle Eye’s Untie Nots, the personalised promotions business unit which Eagle Eye acquired in January this year.

Through the contract, Untie Nots is expected to deliver loyalty challenges within FairPrice’s existing Linkpoints loyalty programme. Moreover, it will allow FairPrice to offer its customers highly personalised, gamified promotions at scale and to expand its digital customer base.

The multi-year contract covers FairPrice’s entire digital ecosystem of grocery, convenience, and food courts across Singapore, totalling over 2,000 touchpoints across individual food stalls across more than 70 food courts, supermarkets, pharmacies, and convenience stores. FairPrice customers will be able to benefit from hyper-personalised offers from early third quarter of 2023.

Tim Mason, CEO of Eagle Eye, said, “We are delighted to have facilitated Untie Nots’ entry into the Singapore market, just a few months’ post the acquisition, confirming our view that Untie Nots’ AI-powered challenges solution will resonate with retailers globally. With a growing pipeline, we are focused on unlocking further opportunities alongside the Untie Nots team, supporting retailers in accelerating their digital promotions activities to retain and grow their customer bases.”

Meanwhile, Zyed Jamoussi and Cédric Chéreau, Untie Nots’ Group Managing Directors commented, “We’re excited to celebrate our partnership with Eagle Eye through our contract with FairPrice Group. It evidences the increased recognition of our solutions and the new opportunities available to Untie Nots by leveraging Eagle Eye’s international presence.”

The new contract is testimony to the benefit of Eagle Eye‘s investment into international expansion and the initial marketing activities being carried out with Untie Nots, which are building a promising international sales pipeline.

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.

Singapore – Food and grocery retailer FairPrice Group (FPG) has announced an industry partnership with adtech The Trade Desk to provide brands on The Trade Desk’s platform with insights on the impact of their digital advertising campaigns across offline and online sales channels.

In addition, such brands will be able to reach FPG’s customers on the open internet, beyond FairPrice’s owned media platforms. The partnership marks the first time that FairPrice Group’s pseudonymised sales conversion data will be available within a programmatic media buying platform.

The new partnership allows brands to reach an engaged customer base of more than 2 million NTUC Union and Link Members, including over 700,000 FairPrice app users. Brands and media agencies will be able to directly measure how digital ad campaigns are driving both in-store and online sales within FairPrice stores.

Furthermore, brands can make near real-time enhancements to their ad campaigns that can be optimised in a way that was not previously possible. Furthermore, the partnership makes it easier for brands to reach and engage with relevant FairPrice consumers across the open internet, in the fastest-growing digital channels, such as over-the-top (OTT), music streaming, mobile apps, gaming, and websites.

Alvin Neo, chief customer and marketing officer at FairPrice Group said, “Through this partnership, FairPrice Group aims to help brands unlock meaningful opportunities to better connect with our customers. As we enter the era of consent-based marketing, we look forward to working with The Trade Desk to harness the power of retail data to gain better insights to reach and serve consumers in relevant and beneficial​ ​ways.”

Meanwhile, Mitch Waters, senior vice president for ANZ, Southeast Asia and India at The Trade Desk, commented, “Given the complexity of the modern consumer, brands will need to take an omnichannel approach that supports a true shopping experience and navigates the path to purchase with consumers. By integrating FairPrice Group’s retail data available for the first time with The Trade Desk platform, we are helping brands reach FairPrice customers across the open internet, and closing the loop between advertising activity and in-store and online action.”

Singapore – Standard Chartered Bank and FairPrice Group have recently launched their new digital bank for Singapore, Trust Bank, and WPP creative company Superunion has been tapped to lead its overall branding. 

Trust Bank, known as Trust, is a digital bank designed to offer easy-to-use and transparent banking experiences with a launch of products that include a credit card, a savings account, and family insurance. Backed by a unique partnership between Standard Chartered Bank and FairPrice Group, it brings together a leading international bank and a leading national food retailer, with more than 200 years of combined experience serving the everyday communities of Singapore. Superunion was tasked with creating a new inclusive brand, visual identity, and brand experience to reflect the new bank’s role “in the fabric of the nation and the lives of its people.” 

Superunion said the new brand is designed as a ‘love letter’ to everyone who calls Singapore home, celebrating the everyday lives and spirit of the people who come together to build a brighter future for the country. The brand is inspired by the idea ‘a digital bank for the everyday us’, and is designed to reflect the approachable and accessible nature of the bank. 

According to Superunion, the wordmark in lower case is an expression of trust as the foundation of today’s banking and indicates the bank’s aim to be more in tune with customers through a clear, down-to-earth banking experience. 

To develop a unique illustration style for the bank’s communications, the agency worked with typographer Raymond Burger and illustrators Soh Eeshaun and TYC Studios. The added signature icon of the letterform ‘T’ in two blocks is inspired by Singapore’s building architecture – designed using its iconic pastel colours. Created in two core colours, the blue captures the bank’s stability and security, while the purple is a symbol of optimism and a nod to the national flower, Vanda Miss Joaquim. 

Scott Lambert, Superunion’s creative director, said, “It’s been a privilege to partner with the Trust Bank team to create a new revolutionary digital bank in Singapore. Banking, as an essential aspect of everyday life, needs to be simple, accessible and easy for the end customer to use. The Trust Bank aims to deliver that experience by demystifying banking and empowering local people. We brought this to life within the brand through collaboration with employees and leaders across the entire business.’ 

He added, “Superunion wanted to show that Trust Bank is a brand that truly understands what it means to call Singapore home. We are proud of a brand platform that inherently delivers against the needs of Singaporeans through deep insight around what it means to live, work and spend here.” 

Meanwhile, Kelvin Tan, CMO of Trust Bank, commented, “Working with Superunion to build the Trust Bank brand was both a strategically and creatively-inspired experience. They took the time to immerse in our consumer insights and corporate ambition – and coupled with their creative expertise, a brand that speaks to the diverse needs of consumers in Singapore was born! Having trust deeply rooted throughout the collaborative journey, from strategy development through to visual identity, means we all had a hand in creating this new brand for all of us in Singapore.” 

Trust was officially launched on 1 September 2022. The bank brings several market-first innovations to Singapore, including banking only through the app with integrated rewards and spend trackers, as well as the first-to-market numberless credit card, which also combines a credit and debit card, removing the need for users to own multiple cards.

Supporting the launch of Trust is an omnichannel brand campaign by IRIS Worldwide and Havas Media with the tagline ‘The digital bank for the everyday us’, which will be delivered across TV, print, digital, out-of-home and creative in-store activations at FairPrice Group retail stores. 

Singapore – Trust Bank, a new digital bank backed by Standard Chartered, NTUC Enterprise and FairPrice Group, has officially launched in Singapore. Trust Bank is the first of the nation’s new wave of digital banks and launches with a range of products for its customers, comprising a credit card, savings account and family personal accident insurance.

Trust Bank brings together reliable banking foundations with an extensive consumer ecosystem that delivers more than 1 million customer experiences nationwide each day. These organisations have more than 200 years of combined experience of serving the community in Singapore.

In addition, TrustBank is integrated into the FairPrice Group ecosystem and brings best-in-market rewards of up to 21% as a promotional launch rate on everyday spending at the FairPrice Group’s touchpoints across NTUC FairPrice, Kopitiam, Cheers and Unity. 

“Trust has been built specifically for Singapore based on the extensive feedback received during its user testing period. This customer-centric approach is at the heart of Trust’s culture and is enabled by the use of best-in-class technology to create a great user experience. Today’s launch is the starting point for Trust and customers can expect further products and features to be developed based on their feedback,” the bank stated in a press statement.

Dwaipayan Sadhu, chief executive officer of Trust, said, “We are hugely excited to launch Trust in Singapore and delighted to introduce a breakthrough client experience enabled by our best-in-class technology platform. Through listening to our customers and by leveraging the strengths of our partners, we are committed to bringing real tangible value to our customers in Singapore through accessibility and convenience, and making Trust a part of their everyday lives.”

Trust offers a differentiated customer experience, designed to make things easy and delightful. Customers with Singpass accounts are able to sign up for a Trust account in a matter of minutes and use their digital card immediately to generate significant savings. The Trust app also offers enhanced accessibility, with customers able to switch between English and Mandarin language based on their preference.

Judy Hsu, chief executive officer of consumer, private and business banking at Standard Chartered, shared, “Standard Chartered has been serving clients in Singapore for more than 160 years, and the launch of Trust further extends our commitment to continuously invest in innovative ways to serve the communities in Singapore. Backed by Standard Chartered’s track record in building successful digital banks globally and our partner FairPrice Group’s strong brand and extensive ecosystem, Trust offers at launch a well-rounded suite of savings, credit and protection solutions coupled with rewarding lifestyle offers and benefits. By integrating Trust’s digital-first services seamlessly into customers’ everyday lives, Trust is making banking accessible, secured and effortless for everyone.”

Lastly, Kee Teck Koon, chairman of FairPrice Group, also shared, “Trust’s digital banking solutions will complement FairPrice Group’s omni-channel offerings to meet the needs of our customers better. Trust’s credit card and savings account will empower our customers to enjoy savings from groceries to food and everyday spend via seamless integration with FairPrice Group’s Link Rewards programme, while benefiting NTUC union members with an easier way to earn higher Linkpoint rebates and savings account interest. Together with the trusted partnership of Standard Chartered, we are confident that the synergies created through our combined strengths and heritage will make Trust’s banking solutions convenient and accessible for all.”