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NTUC FairPrice's big content push

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NTUC FairPrice has partnered up with Brand New Media, a content marketing agency to launch a new food television channel, food for life for life tv is an IPTV platform channel which will feature live streaming programming and hosts a Video-On-Demand content menu. The channel's content strategy is focused on connecting viewers with the latest food programming presented by trusted brands.A channel has been created especially for Singaporean viewers and it is a complimentary channel that features food and cookery content that is both locally-produced and internationally-sourced. It is targeted at those who enjoy cooking at home, and can be viewed via internet-connected device such as computer, smart phone, tablet or smart TV.Christina Lim, director, brand & marketing, NTUC FairPrice, said, "To stay relevant to our increasingly tech-savvy customers, FairPrice aims to deliver value through useful content for grocery shoppers."With the launch of food for life tv, she added that NTUC FairPrice is able to interact with customers "across multiple channels in real time, at all times.""The channel offers a unique new opportunity for food brands in Singapore, providing greater engagement with audiences through end-to-end content solutions that deliver strong results," Damien Bray, global development director, Brand New Media added.The channel will have a series of recipe videos complete with recipe cards viewers will be able to download, cooking tips, insights into fresh produce and other products offered at FairPrice as well as unique dishes from celebrity chef.  In an attempt to get closer to its consumers, NTUC Fairprice also launched a campaign, "Finest Festival"  for its annual FairPrice Finest Festival to celebrate its international selections in wine, deli, seafood and organic foods.On average, Singaporeans spend 25 hours a week online versus a mere 12.5 hours watching broadcast television. According to comScore video metrics, 66% of Singaporean internet users watch video and TV online.

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