FairPrice celebrates small everyday moments that make CNY shine

FairPrice Group is turning its attention to the small, familiar moments that make Chinese New Year meaningful in its 2026 festive campaign. Titled “Every celebration made a little better”, the campaign builds on the retailer’s brand platform, “Every day, made a little better”, and draws on the Mandarin phrase “小心意大欢喜” ('little kindness brings great delight') which reflects how small acts can lead to great joy.

The Mandarin-first campaign features three 30-second films directed by Tariq Mansor and produced by Cutscene. Each film portrays everyday moments rather than grand gestures. In “The Battle”, a mother and son turn their living room into a playful battlefield, enabled by having their Chinese New Year shopping delivered ahead of time.

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In “The Feast”, a well-meaning aunty feeds her guests round after round, with festive offers making generosity easier.

Finally, in “The Hotpot”, a young couple transforms a home gathering into an indulgent experience inspired by FairPrice’s steamboat selection.

The films also shine a light on frontliners, portrayed as everyday heroes whose care quietly enables celebrations. FairPrice remains in the background, demonstrating its role through products, services and offers that ease the small but important tasks so families can spend more time together.

According to Alison Ee, director and business marketing head at FairPrice, the campaign recognises the effort families make every day to juggle professional duties and family time. “Every day, families are doing their best to balance work, responsibilities, and time with the people they love. During Chinese New Year, that effort becomes even more pronounced."

“At FairPrice, our commitment is to make everyday essentials within reach, so our customers can focus on what truly matters. When the little things are taken care of, celebrations naturally feel more rewarding," she added. 

Rather than dramatise festive stress, the campaign places viewers directly inside these moments, showing laughter, sharing and celebration. Loo Yong Ping, executive creative director at TBWA Singapore, said the focus on small, familiar rituals allows people to be fully present, while highlighting FairPrice’s natural role in the rhythm of the season.

In addition, Mandy Wong, chief executive officer at TBWA Singapore, said the campaign reflects a shared belief that progress is built through consistency and care.  “This campaign puts people first, from families celebrating at home to the frontliners supporting them every day and tells a story that feels true to FairPrice’s role in the lives of Singaporeans.”

The campaign launches in the lead-up to Chinese New Year across digital, social, in-store and FairPrice-owned platforms.

Last year, FairPrice also highlighted the significance of small, meaningful moments in its Chinese New Year campaign, though through a different creative lens. Titled “Love prospers in the little things”, the campaign, created by Homeground United in collaboration with TBWA\Singapore, told the story of Mi Bao, a free-spirited feline inspired by the fortune cat, and used the character to explore everyday acts of love, connection and appreciation across family, friends and the community.

The campaign’s brand film captured moments such as a daughter wearing red for her mother despite not liking the colour, an Indian boy learning Chinese New Year greetings for his girlfriend’s grandmother, and a FairPrice employee guiding customers on the proper oranges to gift.

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