FairPrice champions the Dragon spirit this CNY via Homeground United + TBWA\Singapore spot

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This Chinese New Year, FairPrice and Homeground United resurfaces the legendary story of the Great Race* from ancient Chinese mythology, displaying a heartwarming parallel in its brand identity with the Dragon spirit of kindness, sharing and inclusiveness.


In the story of the Great Race in Chinese mythology, 12 animals raced to the Jade Emperor to determine their order in the Chinese calendar, known as the 12 Chinese zodiacs we know of today. Though the Dragon was destined for first place, she found her true triumph in acts of generosity and kindness, finishing in fifth place.

“FairPrice as a brand has always been dedicated to extending a helping hand to make lives better for the people. The brand’s role in the community has always been significant, and especially so during festive seasons. When we dove into cultural truths of Chinese New Year, it was inspiring to find similarities between the Dragon and FairPrice,” said Loo Yong Ping, deputy executive creative director, TBWA\Singapore.

The campaign film retells the story of the Dragon in the Great Race, while drawing similarities to FairPrice’s role during preparations for Chinese New Year festivities in Singapore. Embodying the helpful spirit of the dragon, the film aims to celebrate the people behind the grand spectacle of feasts and reunions and encourage audiences to carry on the Dragon spirit into the New Year.

FairPrice champions the Dragon spirit this CNY via Homeground United + TBWA\Singapore spot

“We are proud of the close partnership between FairPrice and Homeground United which fuelled this 360 campaign. From cultural insights to execution, the campaign story was crafted to reconnect audiences to FairPrice’s brand ethos. The trust and strong collaboration between client and agency were the building blocks of this success, breathing life into a message that’s both relevant and impactful for audiences this Chinese New Year,” said Joyce Chen, managing director, eg+.

“As Singapore’s leading homegrown retailer, FairPrice stays committed to our social purpose in easing consumers’ cost of living and serving the community. The Dragon spirit resonates well with our everyday purpose to serve Singapore with essentials at great value in the hope that we give everyone more reasons to celebrate this Chinese New Year”, said Alison Ee, director & head of customer & marketing (retail business), FairPrice Group.

For more details on this year’s Lunar New Year campaign and offerings from FairPrice, click here.

Client: FairPrice Group
Agency: Homeground United – an integrated collective comprising eg+, TBWA\Singapore, designory and OPRG
Media Agency: UM Singapore
Production House: Atypical Films