TBWA\Singapore and FairPrice bring Chinese New Year to life through everyday moments

TBWA\Singapore has created FairPrice Group’s 2026 Chinese New Year campaign, “Every Celebration Made A Little Better.” The series of three films shifts the focus away from celebratory spectacle to highlight the small, familiar moments that give meaning to the festive season.

 

The campaign builds on FairPrice’s brand platform, “Every Day, Made A Little Better,” and reflects a simple cultural truth: Chinese New Year is made up of countless little details. When those details pile up, they can easily overwhelm the celebration. But when they are taken care of, they create space for joy, generosity, and togetherness. This idea is captured in the Chinese line “小心意大欢喜,” expressing how small acts can lead to great joy.

From preparing festive meals to hosting loved ones, these everyday moments shape how the season is felt and remembered. When they are thoughtfully handled, people are able to be fully present with one another.

“Every day, families are doing their best to balance work, responsibilities, and time with the people they love. During Chinese New Year, that effort becomes even more pronounced,” said Alison Ee, Director and Business Marketing Head for FairPrice. “At FairPrice, our commitment is to make everyday essentials within reach, so our customers can focus on what truly matters. When the little things are taken care of, celebrations naturally feel more rewarding.”

The Mandarin-first campaign is led by three 30-second films directed by Tariq Mansor and produced by Cutscene. Each film captures a different expression of Chinese New Year, grounded in recognisable behaviour rather than grand gestures.

In The Battle, a mother and son turn their living room into a playful battlefield, made possible by having Chinese New Year shopping delivered ahead of time.

In The Feast, a well-meaning aunty proudly feeds her guests round after round, enabled by festive offers that make generosity easier.

In The Hotpot, a young couple transforms a home gathering into a rich, indulgent experience that rivals a restaurant celebration, inspired by the variety and quality of FairPrice’s steamboat selection.

Rather than dramatising stress, the campaign places viewers directly inside moments of celebration. Moments where people are laughing, sharing, and going all out. Only later do we realise these moments are made possible because the everyday details had already been taken care of.

“Chinese New Year is shaped by small, familiar rituals that carry a lot of meaning,” said Loo Yong Ping, Executive Creative Director, TBWA\Singapore. “We wanted to tell stories rooted in everyday life, where celebration comes from having the space to be present. By focusing on the little things and the people who enable them, the work reflects how FairPrice fits naturally into the rhythm of the season.”

The work reflects how Chinese New Year is experienced by families in Singapore. Frontliners sit at the heart of both the films and the key visuals, portrayed as everyday heroes whose care and attention quietly power each celebration. Across the campaign, FairPrice remains intentionally in the background, demonstrating its role through products, services, and offers that take care of the small but important details, so people can spend less time planning and more time celebrating.

“Every Celebration Made A Little Better reflects a shared belief between FairPrice and TBWA that progress is built through consistency and care,” said Mandy Wong, Chief Executive Officer, TBWA\Singapore. “This campaign puts people first, from families celebrating at home to the frontliners supporting them every day, and tells a story that feels true to FairPrice’s role in the lives of Singaporeans.”

The campaign launches in the lead-up to Chinese New Year 2026 across digital, social, in-store, and FairPrice-owned platforms.

Credits
Client: FairPrice Group
Agency: TBWA\Singapore
Production: Cutscene