FairPrice Group Inspires Singaporeans to Celebrate Daily Efforts and Make Each Day a Little Better

Oct. 14, 2024

A new campaign from Singapore’s largest retailer FairPrice Group (FPG) shines a light on the daily challenges of an everyday family, and how the brand partners them to make their lives a little better. 

An emotional and heartwarming film created by BBH Singapore sets out to communicate a refreshed brand positioning for FPG, centred around the new brand line “Every Day, Made a Little Better.”  The brand film spearheads a larger  integrated campaign, designed to engage both external audiences and employees through dedicated communications.

Directed by Tan Hui Er, the film intimately portrays a hardworking Singaporean couple with their young son navigating the struggles and joys of daily life. In a series of relatable and recognisable vignettes, we see the mother wrestling with guilt as she rushes home late from work and not having time to cook for her family, while her partner races to pick up their son from school. In tender moments, we witness their emotions in scenes when the son’s tears erupt in the supermarket aisle and when he gleefully draws in crayon on the bedroom wall, leaving the couple questioning their parenting abilities.

The story takes an unexpected and uplifting pivot to celebrate how the little moments make a difference and impact, with FairPrice Group quietly supporting Singaporeans and families every single day.  An emotive soundtrack, a specially composed song titled “You’re Doing Well,” echoes the reassuring message.

The three minute film, running for three months on cinema, social, OOH and digital channels with additional 30 and 15 second cutdowns, aims to create an emotional resonance with customers’ daily lives while reinforcing the group’s role as a trusted partner in every household, making every day a little better for families in Singapore.

The campaign seeks to inspire and encourage the families of Singapore to see the positivity in their everyday moments – that life may not always be easy or perfect, but it’s the heart and determination to keep trying that brings a little light to each day. Because what matters most is that they are able to spend quality time together as a family unit. The spot is the first communication in a wider 360 degree campaign that will translate this message into various customer and community engagement initiatives delivered by FPG’s brands, underscored by its social mission to keep daily essentials within reach.

Beyond its social mission of keeping daily essentials within reach for all in Singapore, FPG also champions community support through its philanthropic arm, FairPrice Foundation, with initiatives like "Start Strong, Stay Strong", "Cheers Breakfast Club" and "A Full Plate: Singapore’s largest food donation drive”. They reflect FPG’s commitment to empowering everyone to lead more fulfilled and healthier lives.

The new campaign aims to uplift the brand’s emotional resonance and connection with Singaporean families, demonstrating the ways in which it can help them in their daily lives.

​​BBH Singapore was tasked with developing the new brand architecture and brand key for the business, clarifying how each of the FPG sub brands should be positioning itself against the master brand to maximise the halo effect for both sub brands and master brand. The chain comprises FairPrice supermarkets, FairPrice Finest, FairPrice Xtra, FairPrice Shop, Cheers convenience stores, FairPrice Xpress, Kopitiam and Unity pharmacy.

Alvin Neo, Chief Customer and Marketing Officer at FairPrice Group, commented:

“FairPrice Group's latest brand campaign, "Every Day, Made A Little Better," is more than just a brand refresh milestone for us; it is a heartfelt affirmation of our purpose and ethos. The campaign launches with a brand film unlike anything we have ever done, gently reminding the families we serve that even amidst life's inevitable challenges, their daily efforts, no matter how small, do make a difference. It is a celebration of the extraordinary found in our daily lives and the important things to be grateful for. This same spirit fuels us at FPG, inspiring us to never stop giving our best to make every day a little better for those we serve."

 

Khairul Mondzi, Executive Creative Director at BBH Singapore, added:

“We wanted to create something that would uplift and inspire people, that trying your best, even in small ways, makes every day a little better. Everyone, from the FairPrice Group team to our production partners, put their heart and soul into bringing this vision to life.”