FairPrice Group rolls out new campaign via The Secret Little Agency celebrating its 50th birthday
Over many decades, FairPrice Group has been an iconic staple of Singapore’s homes, through both good and difficult times. As Singapore faces its highest rate of inflation in 14 years, FairPrice Group has rolled out a new campaign entitled ‘Always, FairPrice’ – an ode to remind all of FairPrice Group’s commitment and dedication of serving the nation over the 50 years of its existence.
The integrated campaign, developed in partnership with The Secret Little Agency, lives across social, digital, out-of-home and in-store touchpoints. A key component of the campaign is a set of films that delve into the lives of the people behind FairPrice, starring real employees and staffers across grocery, logistics, and even those front-of-house in Kopitiam. The films, featuring a nation-wide social game, quizzes Singaporeans on the behind-the-scenes of FairPrice Group and pays homage to the many faces that work tirelessly since its founding in 1973 to bring its products and services to life.
Alvin Neo, Chief Customer and Marketing Officer said: “This is a momentous occasion – 50 years of continued dedication to providing for the nation through thick and thin. It is a time to not only celebrate our history, but importantly to honour all the people who’ve made it happen. This campaign is our love letter to all in Singapore; that we are here to serve our nation always – by the moderating cost of living to keep essentials within reach and readily available.”
“We wanted to bring all the hard work and people who were behind-the-scenes, to the front in a fun, unexpected way. We shot our films to be both a documentary and a game so that we could engage with Singaporeans from all walks of life across all parts of the robust FairPrice organization from our fresh experts right to our coffee uncle,” said Mavis Neo & Nicholas Ye, Chief Creative Officers at The Secret Little Agency.
The campaign will be running till the end of the year.
Credits
Client: FairPrice Group
Campaign: Always, FairPrice
Agency: The Secret Little Agency
