NTUC FairPrice settles creative pitch, rolls out fresh new campaign

Singapore supermarket chain NTUC FairPrice has appointed creative agency Iris and production agency Hogarth, following a closed door pitch first called in November 2019. The agencies Iris and Hogarth were selected with the help of consultants R3.

Iris will be tasked to handle the creative and strategy elements for the FairPrice Group’s retail business brands, while Hogarth will handle creative production. The appointment is for a period of two years and both agencies will work on FairPrice, FairPrice Finest, FairPrice Xtra, Cheers and Unity.

In the past, NTUC FairPrice has worked with ADK, TNT advertising and Crush advertising. With the current agencies, the brand is looking for an agency that can lead the overall strategic brand direction of the company as well as aid with the day-to-day tactical campaigns.

According to Kelvin Tan, head of customer and marketing (retail business), FairPrice Group, it is important for the supermarket chain to have a creative production partner with agility, stability and adaptability. "While for the creative strategy partner, we were looking for someone who understood the grocery landscape and customer base which spreads across various demographics for a brand such as NTUC FairPrice,” he explained, adding at the end of day, the brand was looking for an agency that not only had “brains, but also legs” given the volume of marketing initiatives that go out to the public.

“We wanted an end-to-end agency which wasn’t just interested in creating poetic campaigns that will win awards, but also someone who understands our shoppers’ journey and their lives. Retail-type work happens daily and weekly – agility and creativity on the fly is very important,” Tan said. He added that with the new agencies NTUC is to serve better the budget-conscious and PMET segments, as well as to connect with shoppers not just by keeping them safe throughout this pandemic period but also by adding value to their lives through promotions and digital content.

Iris Singapore started work with NTUC FairPrice after its appointment to launch a campaign calling on all Singaporeans to make a “Fresh Start” by continuing the values they discovered during the two months of circuit breaker. According to a press statement by Iris, the circuit breaker’s emotionally turbulent and disruptive period has made Singaporeans reflect on what is important to them and their families; and has also forced everyone to adapt and become more resilient. As such, the campaign was aimed at creating an optimistic future by building on the positive behaviours that have emerged from these difficult times. The campaign aims to emerge as more than a film, and position itself as part of a platform that lives up the FairPrice’s brand mantra to make life better. Havas Media worked in collaboration with Iris Singapore and NTUC FairPrice on this campaign.

Alvin Neo, chief customer and marketing officer, FairPrice Group said that in every crisis there is an opportunity, and  the circuit breaker has provided Singaporeans a unique chance to connect and spend time with loved ones. "Fresh Start is a reminder to each family and individual not to lose the precious lessons learned and recalibrate our lives; at the same time, give Singaporeans the assurance that they can always depend on us for their daily essentials as the country prepares for its Phase 1 return," he added. 

Meanwhile, Ed Cheong, executive creative director at Iris Singapore explained that the circuit breaker has been a trying time for everyone and people are yearning to take the first baby steps towards some semblance of normality. "But it is also the right moment in history to put this so-called normality under the spotlight and question - was it really normal the way we’ve led our lives before? Fresh Start is not about resuming what once was, but starting afresh with the second chance at life that we are lucky to have. The essentials that FairPrice provides are only as important as the values we now deem essential,” he added. 

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