FairPrice: Make a fresh start

Supermarket brand FairPrice used online video and mobile interstitial ads to deepen its emotional connection to customers during Singapore's Covid Circuit Breaker lockdown.

Campaign details

Brand: FairPriceBrand owner: National Trades Union Income (NTUC)Lead agency: iris WorldwideContributing agencies: Havas Media, Hogarth WorldwideMarket: SingaporeSector: Supermarkets & grocery storesMedia channels: Events & experiential, Online display, Online video, Point of purchase, in-store,Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

On the surface, supermarkets might seem like one of the few beneficiaries from Covid-19 but scratch beyond the surface and you'll uncover Jekyll and Hyde-esque proportions of duality and tension.

Your coffers have never been fuller, but your...

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