FairPrice adds heart to the hustle of daily errands

FairPrice Group (FPG) is spotlighting the everyday innovations that make life “a little better” for young Singaporean families in its latest brand campaign by BBH Singapore.

Building on its established proposition, "Every day, made a little better", the new campaign highlights how even the most routine errands can become moments of connection, with FairPrice Group as a trusted partner in every household.

Rolling out across OOH, social and film, the campaign features three short films that translate functional value into emotional storytelling, showing how everyday conveniences can spark joy, love, and togetherness.

Don't miss: FairPrice gets futuristic with smart carts, palm pay and AI-powered store ops

In one film, a young boy races through a FairPrice supermarket in search of a 'buy-one-get-one milk' promotion. After finding it with help from a FairPrice employee, he proudly gifts one pack to his pregnant mother, saving the other for his soon-to-be sibling. The spot closes with the line: “Here for big savings and big brother moments”.

Another film shows a family at a self-checkout, each sheepishly sneaking a treat into the cart. The scene ends with the tagline: “Here for fast check-outs and fun sneak-ins”.

The final spot features a couple enjoying oysters, cheese, and wine on a romantic “mini date” at The Grocer Bar within FairPrice Finest, surrounded by grocery bags and a trolley, with the line: “Here for mega grocery runs and mini dates”.

Directed by Tan Hui Er through Little Red Ants Creative Studio, the campaign’s lighthearted tone extends to print, social and activations, reinforcing FPG’s position as a reliable everyday companion for modern families. The campaign will run for two months in Singapore, starting 7 October.

“After last year’s successful 'Every day, made a little better' launch, we’re taking the story further by spotlighting the power of ‘&’, how FairPrice Group strives to deliver both value and quality, innovation and care, convenience and connection," said Alvin Neo, chief customer and marketing officer at FairPrice Group.

He added, "This new campaign brings humour and heart to everyday family life, showing how a simple trip to FairPrice can help make every day a little brighter.”

In tandem, Khairul Mondzi, executive creative director at BBH Singapore said, "Once, while shopping with my kids, I watched them bicker over snacks and couldn’t help but smile. The trip wasn’t perfect, but small things like a well-stocked shelf or a quick check-out, made the chaos feel manageable. It’s funny how the little things add up, and make ordinary days a bit better. That’s the inspiration behind this campaign.”

The campaign comes as FairPrice Group doubles down on innovation through a partnership with Google Cloud, aimed at reshaping the retail experience and boosting efficiency for employees.

As part of its "Store of tomorrow" programme, the group unveiled enhanced Smart Carts at the new FairPrice Finest in Punggol Digital District. Powered by Google Cloud’s Gemini API, Vertex AI and Chirp 2 speech recognition, the carts feature a multimodal AI assistant that allows customers to chat naturally to receive personalised recommendations, recipes and ingredient pairings.

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