SINGAPORE — FairPrice Group (FPG), Singapore’s largest retailer, shines a spotlight on thoughtful retail innovations that make daily routines a little more magical in its latest 360° brand campaign created by BBH Singapore.
Building on the brand’s established proposition, “Every Day, Made A Little Better,” the campaign brings to life how even ordinary errands can turn into meaningful family moments with the help of FairPrice Group. Through a series of out-of-home key visuals, social activations, and three heartwarming films, the campaign celebrates FairPrice Group’s role as a trusted partner for young families—adding a touch of joy and connection to everyday life.
Each film playfully highlights a tangible innovation from FairPrice Group, transforming practical conveniences into emotional connections that make daily living better, sweeter, and more fulfilling.
In the first film, a young boy races through a supermarket hunting for a Buy-One-Get-One milk promotion. With the help of a FairPrice employee, he finds it and proudly brings one of the two milk cartons to his pregnant mother resting at the Kopitiam inside FairPrice—symbolizing a touching moment of sibling love. The spot ends with the line, “Here for Big Savings and Big Brother Moments.”
The second film captures a lighthearted family moment at the self-checkout counters. Between laughter and knowing smiles, each family member reveals they’ve secretly added their favorite treat to the cart. The tagline: “Here for Fast Check-Outs and Fun Sneak-Ins.”
The final film in the series shows a couple sharing an intimate “mini date” at The Grocer Bar in FairPrice Finest. Between glasses of wine and cheese platters, they enjoy a quiet moment surrounded by their shopping haul—a playful nod to balancing romance and errands, closing with “Here for Mega Grocery Runs and Mini Dates.”
“After last year’s successful Every Day, Made A Little Better launch, we’re taking the story further by spotlighting the power of ‘&’—how FairPrice Group strives to deliver both value and quality, innovation and care, convenience and connection,” said Alvin Neo, Chief Customer and Marketing Officer at FairPrice Group.
“This new campaign brings humour and heart to everyday family life, showing how a simple trip to FairPrice can help make every day a little brighter.”
Khairul Mondzi, Executive Creative Director at BBH Singapore, added “Once, while shopping with my kids, I watched them bicker over snacks and couldn’t help but smile. The trip wasn’t perfect, but small things like a well-stocked shelf or a quick check-out made the chaos feel manageable. It’s funny how the little things add up, and make ordinary days a bit better. That’s the inspiration behind this campaign.”
Directed by Tan Hui Er of Little Red Ants Creative Studio, the campaign extends across social, print, and on-ground activations, emphasizing FairPrice Group’s continued role as a trusted companion for families. The campaign runs for two months in Singapore, starting October 7.
CREDITS
FairPrice Group
Chief Customer and Marketing Officer (CCMO): Alvin Neo
Director & Head of Customer Strategy, Insights and Branding: Ruth Yap
Lead, Consumer Branding: Hui Shan Chin
Manager, Consumer Branding: Melissa Lim
BBH Singapore
Executive Creative Directors: Khairul Mondzi / Janson Choo
Associate Creative Director: Selena Soh
Senior Art Director: Christine Frances Lim
Copywriter: Gwendolyn Lee
Head of Strategy: Amanda Lim
Strategist: Silas Low
Head of Client Service: David Anson
Account Directors: Rachel Tan, Nabliah Razak
Account Manager: Rina Lim
Account Executive: Debra Soh
Head of Production: Wendi Chong
Producers: Isabelle Lee, Nadira BMZ
Little Red Ants Creative Studio
Executive Producer: Giorel Aron Baldueza-Castro
Producers: Seet Yan Shan, Sera Joy Wee
Director: Tan Hui Er
Assistant Director: Lee Yi Xuan Callie
Production Manager: Heng Hui Xin Vanessa
Production Runner: Samuel Phua Yan Min
Production Assistants: Kok Lei Peng Xena, Janellia Kwan Rui Wen, Bellerin Ng, Mysha Arissa Binte Abbas Khaliq
Director of Photography: Lau Chong Wai
Camera Assistants: Andrew Poh Joon Di, Yak Chin Hue
DIT: Munesh Varadaraju
Cinebot Ops: Ahmad Rifa’ie Bin Amrun, Gan Thiam Aik
Gaffer: Teaw Zhi Qiang (Ben)
Best Boy: Ho Hui Hoa Aylwin
Grip: Lennard Lee, Lim Guo Yang Gabriel
Junior Grip: Claralyn Chew Lay Peng, Vivienne Chong
Key Grip: Dickson Chua Choon Ming
Key Grip Assistant: Ridhwan Sim Abdullah (Leslie)
Art Director: Yoo Seung Gi
Art Assistants: Koh Hui Jun Grace, Koh Kay See, Gracie, Nur Binte Abdul Rahman, Adli Roslan, Erica Foo Suz Yen, Zephine Law Ling En
Sound Recordist: Toh Jie Hao Julius
Wardrobe Stylist: Rena Kok Wan Qi
Wardrobe Assistant: Young Tze Kia
HMUA: Leong Soo Harn (Hana)
HMUA Assistant: Chua Wen Min Erin
Casting: Nurin Hadirah
Casting Assistants: Siti Fadillah Binte Ali, Oh Jia Xuan
Photographer: Vincent Ng
Photographer Assistants: Xie Fengmao, Muhammad Halid Bin Ibrahim, Toh Guo Ying Joellyn
Post Producer: Doralynn Tan Qian Wen
Offline: Jasmine Seo Li Juan, Jovontae Simon Kusuma
Motion Graphics: Mervyn, Ng Keyuan
Colourist: fmlik @ ixagon
Composer and Sound Design: FVSE
