Singapore supermarket chain NTUC FairPrice is in the midst of calling for a closed door creative pitch. Marketing understands that the pitch will be handled by R3, and more than one agency might be appointed for the brand.
NTUC FairPrice has over the years been working with ADK, TNT advertising and Crush advertising. It will look to hire an agency that can lead the overall brand direction of the company as well as aid with the day to day tactical campaigns. The length of appointment is for a period of two year, with an option to extend for another one year.
The call for a creative agency comes shortly after NTUC FairPrice launched an integrated campaign called “Worth The Trip” to better engage and connect with its shoppers and the community. The campaign was developed by BBH Singapore and aims to remind Singaporeans of the product and service offering at all 200 FairPrice stores islandwide, comprising FairPrice supermarkets, FairPrice Shop, FairPrice Finest and Fairprice Xtra.
The campaigns and call for pitch also come following the company appointing Kelvin Tan as its head of customer and marketing (retail business), FairPrice Group. He was previously the international director, marketing and communication at A&W Restaurants for four years.