NTUC FairPrice, Singapore’s largest supermarket chain, has launched a large-scale integrated campaign to better engage and connect with its shoppers and the community.
Using the tagline “Worth The Trip”, the campaign developed by BBH Singapore reminds Singaporeans of the superior product and service offering every one of the close to 150 FairPrice stores islandwide provides, enabling everyone to lead better, healthier lives affordably.
The central idea “Worth The Trip” is hinged on the insight that beyond the cost of living, Singaporeans are aspiring to lead better lives. Hence, value not only means low prices for daily necessities; it also means quality, origin, nutrition as well as the actual shopping experience.
“Worth The Trip” is brought to life in various dimensions – from film and online videos, to in-store, out-of-home and digital/social – creating a holistic showcase of what makes grocery shopping at FairPrice worthwhile. Whether its high-quality assortment and fresh produce at good prices, its social initiatives, or friendly staff, FairPrice is uniquely positioned to help Singaporeans lead a better life.
Khairul Mondzi, Creative Director, BBH Singapore, said, “No matter where we grew up, FairPrice was always around the corner and close to us. We didn’t have to look very far in coming up with what FairPrice actually stands for. In this case, it is, was and has always been a trip that’s worthwhile in many ways – from the products and service, to the store experience and time spent shopping there with family and friends.”
Chief Executive Officer: John Hadfield
Chief Creative Officer: Joakim Borgstrom
Executive Creative Director: Sascha Kuntze
Creative Directors: Janson Choo & Khairul Mondzi
Senior Copywriter: Stephanie Gwee
Art Director: Grace Wong
Account Director: Manavi Sharma
Account Manager: Grace Lee
Head of Planning: Thomas Wagner
Strategist: Gwen Lee
Agency Producer: Kim Lim
Film Production Company: Atypical Films
Director: Bertrand Lee
Audio Production: Song Zu
Print Production Company: Frame by Frame Singapore
Photographer: Kevin Yang