FairPrice welcomes this Lunar New Year with a reminder that ‘Love prospers in the little things’
This Lunar New Year, FairPrice Group fosters and illuminates the traditional values of harmony, connection and appreciation via its new multi-faceted integrated campaign ‘Love Prospers in the Little Things’. Created by Homeground United (Omnicom Production and TBWA\Singapore).
‘Love Prospers in the Little Things’ comes to life via the campaign film which tells a story of love and warmth through the eyes of Mi Bao (咪宝) (“treasure of a cat”), a free-spirited feline inspired by the iconic fortune cat whose favorite pastime is roaming and exploring the neighbourhood (串门子) (chuan-men-zi). The storyline weaves together the often-overlooked small exchanges and moments of love, shared between family, friends and strangers during the festive season. Catch the film on TV and online, as well as the other collaterals on FairPrice socials, OOH spots island wide and in-stores island.
Chinese New Year family gatherings in Singapore are often a mixed bundle of joy and social pressures for many, as reflected in various publications, online forums (and personal experiences). “Based on this cultural insight, we believed that a storytelling approach would have a greater impact in capturing the true essence of this festive season. In many Asian cultures, love often finds expression in the subtle, unspoken moments – a shared glance, a gentle touch or a quiet act of service. These understated gestures carry profound meaning and resonate deeply, which we felt a typical jingle or comedic film wouldn’t fully capture,” said Loo Yong Ping, executive creative director, TBWA\Singapore.
The campaign includes celebrations with the community, via Chinese New Year Block Parties with a mix of cultural experiences, games and festive cheer. As well as a chance for everyone to bring home exclusive Mi Bao Plushie Sets – a Purrfect keepsake. For more details on this year’s Lunar New Year campaign and offerings from FairPrice Group, read about it here.
“At FairPrice, we believe that love thrives in the little things — keeping to familiar and meaningful rituals that celebrate kinship during Chinese New Year. From preparing a hearty meal to the joy of giving, these moments of connection are what truly make the festivity special for those you love. Just like Mi Bao (咪宝), we see the love in everything our customers do, and it’s our purpose to make their everyday a little better as they shop from an abundant selection of festive goods at great value,” said Alison Ee, director & head of customer & marketing (retail business), FairPrice Group.
“We are thrilled to once again put forth an exciting campaign in partnership with FairPrice Group for this year’s Chinese New Year campaign. This festive season is a time for family and celebration through the little rituals of each household. Together, we’ve crafted a campaign that not only honors the rich heritage of the season but also adds joy and demonstrates the value FairPrice brings to its customers. We’re proud to be a part of this milestone and look forward to continuing our work with FairPrice in the future,” said Joyce Chen, chief executive officer, Omnicom Production.
The Homeground United agency is an integrated collective comprising, Omnicom Production and TBWA\Singapore.