FairPrice Group’s new campaign highlights the power of everyday moments via BBH Singapore
The new campaign from Singapore’s largest retailer FairPrice Group (FPG) builds on the brand’s established proposition, ‘Every Day, Made A Little Better’, by bringing to life the ways that even routine tasks can become meaningful family time, with support from FairPrice Group.
This 360 campaign which includes a series of OOH Key Visuals, Social and three charming films from BBH Singapore spotlights young Singaporean families while building on the brand’s role as a trusted partner in every household, every day. Each film puts a playful spin on the tangible innovations by FairPrice Group, demonstrating how they deliver on the promise of ‘Every Day, Made A Little Better,’ making daily life a little better, sweeter, and more fulfilling.
The films translate functional value into emotional benefits through the micro-moments in a young family’s day, made memorable. Errands become a chance for enjoyment, discounts enable gestures of familial love, and seamless self-checkouts are a chance to treat yourself.
The first film shows a young boy zipping through the supermarket with a full shopping cart, in search of a Buy One Get One milk promotion. With help from a FairPrice employee, he finally finds it and runs to his pregnant mother resting at the Kopitiam within FairPrice. He earnestly hands her one of the two milk packets he bought — one for himself and one for his unborn little sister. The film wraps up with the line, “Here for Big Savings and Big Brother Moments”.
In the second film, a family is scanning their items at the self-checkout when they realize — between sheepish grins — that they have each sneaked a special treat for themselves into the shopping cart. The spot ends with the line, “Here for Fast Check-Outs and Fun Sneak-Ins”.
The final film in the series shows a couple enjoying a romantic date, exchanging loving glances while indulging in cheese, oysters, and wine. Slowly, the scene reveals itself fully, showing that the couple is in The Grocer Bar within FairPrice Finest (a blended retail concept). Surrounded by bags and a trolley full of groceries, the spot shows how FairPrice Group is “Here for Mega Grocery Runs and Mini Dates”.
Alvin Neo, Chief Customer and Marketing Officer at FairPrice Group, said: “After last year’s successful Every Day, Made A Little Better launch, we’re taking the story further by spotlighting the power of ‘&’—how FairPrice Group strives to deliver both value and quality, innovation and care, convenience and connection.
This new campaign brings humour and heart to everyday family life, showing how a simple trip to FairPrice can help make every day a little brighter.”
Khairul Mondzi, Executive Creative Director at BBH Singapore, said: “Once, while shopping with my kids, I watched them bicker over snacks and couldn’t help but smile. The trip wasn’t perfect, but small things like a well-stocked shelf or a quick check-out, made the chaos feel manageable. It’s funny how the little things add up, and make ordinary days a bit better. That’s the inspiration behind this campaign.”
BBH Singapore’s hyper-focus on the everyday extends beyond film to social, print, and activations, all underscoring FairPrice Group’s role as the trusted partner for young families, making daily life better in little ways.
The campaign, directed by Tan Hui Er through Little Red Ants Creative Studio, will run for two months in Singapore, starting on 7th October.
Credits
FairPrice Group
Alvin Neo, Chief Customer and Marketing Officer (CCMO), FairPrice Group
Ruth Yap, Director & Head of Customer Strategy, Insights and Branding
Hui Shan Chin, Lead, Consumer Branding, FairPrice Group
Melissa Lim, Manager, Consumer Branding, FairPrice Group
BBH Singapore
Executive Creative Directors: Khairul Mondzi / Janson Choo
Associate Creative Director: Selena Soh
Senior Art Director: Christine Frances Lim
Copywriter: Gwendolyn Lee
Head of Strategy: Amanda Lim
Strategist: Silas Low
Head of Client Service: David Anson
Account Director: Rachel Tan, Nabliah Razak
Account Manager: Rina Lim
Account Executive: Debra Soh
Head of Production: Wendi Chong
Producer: Isabelle Lee, Nadira BMZ
Little Red Ants Creative Studio
Executive Producer – Giorel Aron Baldueza-Castro
Producers – Seet Yan Shan, Sera Joy Wee
Director – Tan Hui Er
Assistant Director – Lee Yi Xuan Callie
Production Manager – Heng Hui Xin Vanessa
Production Runner – Samuel Phua Yan Min
Production Assistants – Kok Lei Peng Xena, Janellia Kwan Rui Wen, Bellerin Ng, Mysha Arissa Binte Abbas Khaliq
Director of Photography – Lau Chong Wai
Camera Assistants – Andrew Poh Joon Di, Yak Chin Hue
DIT – Munesh Varadaraju
Cinebot Ops – Ahmad Rifa’ie Bin Amrun, Gan Thiam Aik
Gaffer – Teaw Zhi Qiang (Ben)
Best Boy – Ho Hui Hoa Aylwin
Grip – Lennard Lee, Lim Guo Yang Gabriel
Junior Grip – Claralyn Chew Lay Peng, Vivienne Chong
Key Grip – Dickson Chua Choon Ming
Key Grip Assistant – Ridhwan Sim Abdullah (Leslie)
Art Director – Yoo Seung Gi
Art Assistants – Koh Hui Jun Grace, Koh Kay See, Gracie, Nur Binte Abdul Rahman, Adli Roslan, Erica Foo Suz Yen, Zephine Law Ling En
Sound Recordist – Toh Jie Hao Julius
Wardrobe Stylist – Rena Kok Wan Qi
Wardrobe Assistant – Young Tze Kia
HMUA – Leong Soo Harn (Hana)
HMUA Assistant – Chua Wen Min Erin
Casting – Nurin Hadirah
Casting Assistants – Siti Fadillah Binte Ali, Oh Jia Xuan
Photographer: Vincent Ng
Photographer Assistants – Xie Fengmao, Muhammad Halid Bin Ibrahim, Toh Guo Ying Joellyn
Post Producer – Doralynn Tan Qian Wen
Offline – Jasmine Seo Li Juan, Jovontae Simon Kusuma
Motion Graphics – Mervyn, Ng Keyuan
Colourist – fmlik @ ixagon
Composer and sound design – FVSE
