FairPrice Supermarket

FairPrice is Singapore’s national grocer. A few weeks after winning the business in early 2020, we and the rest of the world found ourselves in lockdown. The ‘Circuit Breaker’ was truly a case of short term gain, long term pain for FairPrice. Panic buying inflated coffers, but ensuing inventory shortages put FairPrice’s brand experience under the microscope. Discount retailers and online competitors acquired more new customers in 3 months than they had in 3 years. Upon the lockdown lifting, FairPrice asked us how they could put a stake in the ground and renew its vows with its core customer base.

Make a Fresh Start is the answer we gave. A brand response campaign which encouraged people to treat this moment not as a new normal, but a ‘new beginning.’ The award-winning campaign successfully ring-fenced core customers in a time of perpetual disruption and we are currently working on the sequel campaign, Lift Up Everyday.

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