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RedMart unveils first new campaign since TSLA hire

Online supermarket, RedMart has unveiled a new integrated marketing campaign called “Freshness Recognition (FR)”. The campaign is the first work by The Secret Little Agency (TSLA) since TSLA was appointed in July 2018. The campaign will run through Q1 of 2019, releasing three videos.

The ideation behind the videos were based on RedMart’s capabilities in sourcing, picking and delivering the “freshest” items for its customers. These include, “Unbroken Cold Chain”, “Touch-Free Journey” and “Quality Verification”. In a statement to Marketing, a RedMart spokesperson said that the objective of the campaign was to build affinity and awareness of RedMart’s offerings. The campaign is 90% social and digital, with  targeted, and contextual offline buys. Every element of the campaign, is charted against key user profiles and journeys from the first point of contact, until checkout, the spokesperson added.

TSLA communications planning teams worked with RedMart to plan the media outreach and amplification strategies which were deployed across owned and paid channels. The videos are digitally and socially part of a wider push by RedMart and will be featured in cinemas as well as on RedMart’s owned channels. Watch it here:


“We know Singaporeans have overactive imaginations about how their fresh foods are sourced and delivered, so this became a rich creative territory for us to demonstrate RedMart’s unrelenting commitment to freshness,” Nicholas Ye, co-founder at TSLA said.

“Our aim is to position RedMart as the trusted authority on freshness in Singapore. We want our customers to be reassured when they buy fresh groceries online with RedMart, and to think of us first as their go-to supermarket for all their household needs,” Jean Thomas, VP Marketing at RedMart said.

Marketing has reached out to RedMart for additional information on its marketing efforts.

Read more:
RedMart gets fresh with Michelle Chong’s ‘Ah Lian’ persona
RedMart appoints director of brand and acquisition marketing
RedMart’s Jaime Ng heads to NTUC Link to lead digital transformation
RedMart head of marketing Jaime Ng moves on from role

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