Making FairPrice the first choice supermarket for Singaporean shoppers
A popular misperception amongst grocery shoppers is that if it looks cheap, it is cheap.
Little do they know that the largest supermarket chain in Singapore also offers the lowest prices on 90% of essential products.
FairPrice’s long-held market share lead was being slowly eroded by competitors like Shengsiong. Due to its scattered discount scheme structure, customers didn’t know that the lowest prices were at FairPrice.
To remedy this, we helped streamline hundreds of promotions into four distinct pillars.
Raising awareness of the new icons meant educating customers on how they could be stacked for maximum savings. To do so, we launched a 360 integrated campaign in four languages and across multiple touchpoints islandwide.
TVC
English version
Chinese version
OOH
Social posts
Digital banner
Targeted key visuals
Budget-constrained
Young families
Sandwich generation
Senior citizens
