FairPrice Group marks 50th birthday with heartwarming campaign that celebrates its staff

FairPrice Group has launched a new campaign, “Always, FairPrice” as it looks to respond to growing rates of inflation as well as to celebrate its 50th birthday. The campaign aims to emphasise the brand’s commitment and dedication to Singaporeans while honouring its dedication to serving the nation over the last 50 years.

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“This is a momentous occasion - 50 years of continued dedication to providing for the nation through thick and thin,” said Alvin Neo, chief customer and marketing officer, FairPrice Group.

“This campaign is our love letter to all in Singapore; that we are here to serve our nation always - by moderating cost of living to keep essentials within reach and readily available,” he continued.

To commemorate the group’s 50th birthday, the campaign includes a set of films that delve into the lives of the people behind FairPrice using POV shots and a vlog-style format to pay homage to the many faces that work tirelessly at FairPrice Group.

From a front-of-house Kopitiam staff member, a fish expert at its grocery stores and the brand’s food taster, the films begin with a sign behind these individuals that say, “Meet the Fairmily” and feature a nationwide social game that quizzes Singaporeans on what goes on behind-the-scenes of FairPrice Group.

The integrated campaign was done in partnership with creative agency The Secret Little Agency, which spans film, social, out-of-home (OOH) and in-store assets.

“We wanted to bring all the hard work and people who were behind-the-scenes, to the front in a fun, unexpected way,” added Mavis Neo and Nicholas Ye, chief creative officers at The Secret Little Agency.

“We shot our films to be both a documentary and a game so that we could engage with Singaporeans from all walks of life across all parts of the robust FairPrice organization from our fresh experts right to our coffee uncle,” they elaborated.

Beyond the film, the campaign also utilises OOH executions at bus stops and train stations with witty phrases such as “We’ve got your backsides covered” to stress the company's ability to keep its shelves well-stocked for Singaporeans.

A subsidiary of the FairPrice Group, NTUC LearningHub, recently appointed integrated marketing and communications agency That Marketing Guy to develop its 2023 brand campaign after a competitive tender process. The new brand campaign is expected to be launched in the fourth quarter of 2023.

This will be the third campaign NTUC LearningHub is doing with That Marketing Guy since they began their working relationship in 2019. 

At that point, That Marketing Guy worked on the brand's rebranding efforts for its Continuing Education Training provider.

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