Singapore’s largest supermarket chain NTUC FairPrice has launched an integrated marketing campaign “Something Xtra for Everyone” to promote the opening of its largest FairPrice Xtra hypermarket at VivoCity.
The campaign is developed by Havas Media Singapore and will run till the end of September 2019.
The campaign incorporates a comprehensive 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.
A core component of the campaign is a set of videos that showcase the unique shopping experience the store provides to consumers across three key segments – families, millennials and couples.
· XTRA BOND: Featuring a family at the store’s indoor hydroponic farms where crops are grown, harvested and sold on retail floor and station where they can grind almonds and churn out nut butter on the spot.
· XTRA FUN: Featuring a group of millennials enjoying Singapore’s first RevserseTap Beer and taking selfies against the backdrop of the iconic pink ice cream truck.
· XTRA SPECIAL: Featuring a couple at the dine-in area where customers can pick their choice of seafood or meat cuts and have them cooked to eat in the store.
Content was also developed to sustain the campaign across social platforms, highlighting the various zones in the store and offering food & health tips.
“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.