NTUC FairPrice goes on marketing blitz to promote products and new hypermarket

Supermarket chain NTUC FairPrice has 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 150 FairPrice stores islandwide for “better, healthier lives affordably”. The campaign is brought to life from film and online videos, to in-store, out-of-home and social.

Meanwhile, to promote the opening of its largest FairPrice Xtra hypermarket at VivoCity, Havas Media created an integrated marketing campaign “Something Xtra for Everyone”. Done in collaboration with content production partners – Fiftyfull, Epitome Collective and Parallax Collective for the campaign, a set of videos on social media and as OOH bus-stop ads showcase the shopping experience the store provides to consumers across three key segments – families, Millennials and couples.

“Worth The Trip”

According to FairPrice, the central idea of “Worth The Trip” is hinged on the insight that beyond the cost of living, Singaporeans are aspiring to lead better lives. Hence, value not only means low prices for daily necessities, but also means quality, origin, nutrition as well as the actual shopping experience. Through online videos featuring two product offerings – broccoli and salmon, the campaign also has a heartwarming film revolving around remembering a family member over a recipe.

The campaign will continue until October. Khairul Mondzi, creative director, BBH Singapore, said the team did not have to look very far in coming up with what FairPrice stands for.

“No matter where we grew up, FairPrice was always around the corner and close to us. In this case, it is, was and has always been a trip that’s worthwhile in many ways – from the products and service, to the store experience and time spent shopping there with family and friends,” he added.

“Something Xtra for Everyone”

Running until end September 2019, the “Something Xtra for Everyone” campaign incorporates a through-the-line media outreach and amplification strategy across owned and paid channels involving social, programmatic, display, video, digital bus shelter panels, in-mall and influencer marketing.

The three scenarios in the videos and ads plastered around the VivoCity precinct include a family pictured by the store’s indoor hydroponic farms where crops are harvested, a group of Millennials sipping on RevserseTap Beer and taking selfies against the backdrop of an ice-cream truck, as well as a couple seated by the dine-in area.

“FairPrice Xtra at Vivocity seeks to redefine what a supermarket can be with its array of consumer-friendly services and reflects NTUC FairPrice’s unrelenting commitment to innovation, customer-centricity and sustainability. This is indeed an exciting time for shoppers and the team at Havas Media is grateful for the opportunity to be a part of this incredible journey,” said Russell Lai, general manager of Havas Media.

Building on its “Experience More” proposition, FairPrice worked with brand agency Superunion for in-store communications and experience, while the interior design was created by JDV Architecture.