FairPrice Group: Fresh Expert

Over many decades, FairPrice Group has been an iconic staple of Singapore’s homes, through both good and difficult times. As Singapore faces its highest rate of inflation in 14 years, FairPrice Group has rolled out a new campaign entitled “Always, FairPrice” - an ode to remind all of FairPrice Group’s commitment and dedication of serving the nation over the 50 years of its existence. The integrated campaign, developed in partnership with The Secret Little Agency, lives across social, digital, out-of-home and in-store touchpoints. A key component of the campaign is a set of films that delve into the lives of the people behind FairPrice, starring real employees and staffers across grocery, logistics, and even those front-of-house in Kopitiam. The films, featuring a nation-wide social game, quizzes Singaporeans on the behind-the-scenes of FairPrice Group and pays homage to the many faces that work tirelessly since its founding in 1973 to bring its products and services to life.