RedMart gets fresh with Michelle Chong's 'Ah Lian' persona

RedMart has partnered with Michelle Chong (pictured) to launch two video clips titled "Get Fresh with Ah Lian" and "FRESH Key Visuals" on Facebook and YouTube. The videos provide consumers with a glimpse into how the company picks and delivers fresh produce, and how it maintains the temperatures of fresh produce and other chiller and frozen items for delivery.

"Get Fresh with Ah Lian" was jointly produced by RedMart and Huat Films, while "FRESH Key Visuals" was jointly produced by RedMart and VML. The videos are part of its overall campaign "Fresher Than You Think", which also features a series of message visuals on its web and app store that capture key messages for the following aspects - picking, temperature, time and handling.


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In a statement to Marketing, Jean Thomas, marketing director at RedMart, said the company worked with Chong because of her audience reach and brand appeal to the Singapore public. Also, the Ah Lian character that she has portrayed in videos so far was a "perfect match" for the concept and storyline of RedMart's videos. Played by Chong, Ah Lian illustrates the care and dedication that RedMart's staff put into its fresh produce and the freshness of the produce delivered as compared to the consumers carrying the produce back themselves.

View "Get Fresh with Ah Lian" below, which garnered over 479k views, 6k reactions, 5.3k shares and 795 comments across RedMart's and Chong's Facebook pages at the time of writing. "FRESH Key Visuals" will be released on 24 October 2017.

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