ASIA-PACIFIC – SINGAPORE, DECEMBER 26, 2011: NTUC FairPrice and Euro RSCG Singapore launched an integrated campaign for FairPrice Finest @ Scotts, a newly opened supermarket at Scotts Square, Singapore’s shopping district.
Labeled with a tagline “Where style meets fine food”, the integrated campaign shows gourmet food in three different styles: Cufflinks, Purse, and Inauguration Ribbon – high-fashion items that are most likely to be found along Scotts. The campaign comes in the form of print, out-of-home, and on Facebook.
Two of the campaigns goals are to distinguish FairPrice Finest from other FairPrice sub-brands and elevate the brand’s target market to expats and upscale consumers. The campaign also aims to depict the refined and unique shopping experience at FairPrice Finest @Scotts while showing the three important charactersitics of the store namely: organic, international selections, and deli.
Kevin Pereira, Executive Creative Director for Euro RSCG Singapore explains more on the campaign saying “Consumers on Scott’s Road are in a fashion state of mind, and these luxe ads are beautifully crafted to peak interest in the vicinity."
Pereira believes that FairPrice’s bold move and the “marriage between ‘supermarket’ and ‘high fashion’” will boost FairPrice’s standing among its competitors.
Euro RSCG Singapore has been agency of record for NTUC FairPrice since 2008.
