Tag: Homeground United

Singapore – Retailer FairPrice Group, has unveiled its ‘Love prospers in the little things’ campaign to celebrate the Lunar New Year, highlighting the values of connection and gratitude. 

The integrated campaign was made in collaboration with Homeground United, an agency comprising Omnicom Production and TBWA\Singapore.

At the center of the campaign is a film following a feline named Mi Bao exploring its neighbourhood. The film highlights moments between family, friends, and strangers that are often overlooked yet embody the spirit of the season.

As part of the campaign, FairPrice presents activations, the ‘Chinese New Year Block Parties,’ which blends cultural experiences and games. Participants can get a chance to win an exclusive Mi Bao plushie sets.

The ‘Love prospers in the little things’ film can be viewed on television and online channels.

“Based on this cultural insight, we believed that a storytelling approach would have a greater impact in capturing the true essence of this festive season. In many Asian cultures, love often finds expression in the subtle, unspoken moments – a shared glance, a gentle touch or a quiet act of service. These understated gestures carry profound meaning and resonate deeply, which we felt a typical jingle or comedic film wouldn’t fully capture,” Loo Yong Ping, executive creative director at TBWA\Singapore, said.

“At FairPrice, we believe that love thrives in the little things — keeping to familiar and meaningful rituals that celebrate kinship during Chinese New Year. From preparing a hearty meal to the joy of giving, these moments of connection are what truly make the festivity special for those you love. Just like Mi Bao (咪宝), we see the love in everything our customers do, and it’s our purpose to make their everyday a little better as they shop from an abundant selection of festive goods at great value,” Alison Ee, director & head of customer & marketing (retail business) at FairPrice Group, commented.

“We are thrilled to once again put forth an exciting campaign in partnership with FairPrice Group for this year’s Chinese New Year campaign. This festive season is a time for family and celebration through the little rituals of each household. Together, we’ve crafted a campaign that not only honors the rich heritage of the season but also adds joy and demonstrates the value FairPrice brings to its customers. We’re proud to be a part of this milestone and look forward to continuing our work with FairPrice in the future,” Joyce Chen, chief executive officer of Omnicom Production, said.

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 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.”