FairPrice Group brings on GOODSTUPH to elevate social media game

FairPrice Group has appointed GOODSTUPH as its social media agency following a pitch called in September last year. FairPrice Group's head of group content, social and design, Paul Tan told MARKETING-INTERACTIVE that the contract started on 1 January 2022 and will last for a year, with an option of a one-year renewal. Tan added that the social media management retainer covered the different brands under FairPrice Group, which include FairPrice, FairPrice Finest, Cheers, Unity, Plus! and Kopitiam.

The objective is to transform the social media presence of these brands, while maintaining a high level of strategic and creative consistency across FairPrice Group.  With the imperative of innovating and accelerating its social media presence, Tan said the group was looking for a strong, creative agency partner with a clear understanding and appreciation of the ever-changing social, retail, and F&B landscape. He added that the group was impressed with GOODSTUPH's approach during the pitch, which then led to the appointment. "Through working with them, we hope to build on the award-winning and impactful work that we have delivered in recent years, to take our brands forward to the next level with consumers," Tan explained. 

As a brand that was born and bred in Singapore, GOODSTUPH said to MARKETING-INTERACTIVE that the win is an emotional one. Having grown up with NTUC FairPrice and its brand, the agency added that it was its privilege to be working together with the group in creating meaningful work for workers of all collars, ages, and nationalities in Singapore. 

MARKETING-INTERACTIVE understands that social media works for the group already started earlier this week when NTUC FairPrice launched its own version of the online word puzzle, Wordle. In Wordle, users are allowed six tries to guess a five-letter word. In five tries, NTUC FairPrice landed on the words, "great", "deals", "solid", "price", and "Shiok", a Singaporean slang translating to "enjoyable". The word puzzle was released on its Facebook page on 19 January. 

https://www.facebook.com/thatsmyfairprice/photos/a.131176291408/10158980676116409/?type=3

This is not the first time NTUC FairPrice has been creative with its Facebook post. In fact, the supermarket chain released a post in September last year which featured a witty twist on Singapore street names. In this post, NTUC FairPrice combined the street name with an item it sold. For example, it joined the street name "Admiralty" with the word "Admi" and an image of a roti prata packaging. It also integrated the beverage Qoo into the street name "Bencoolen" and Lay's into "Boon Lay". The company first posted the images with the hashtag #EverywhereAlsoSeeFood on its Facebook on 23 September. 

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