Fairprice’s Christmas Scented Gift Wrappers That Smell Good Enough to Eat

This festive season, FairPrice Group and Homeground United are elevating the tradition of gift-giving with a touch of festive magic, and turning heads with an interactive OOH, allowing passers by to tear off a layer of their ad for a scent-sational surprise.

Inspired by Singapore's diverse festive flavours, FairPrice and Homeground United have created a range of exclusive gift wrappers that not only look beautiful but are multi-sensorial. These gift wrappers are different than your average paper – they smell good enough to eat.

Each of these special gift wrappers are infused with its own captivating scents respective of its design – from Cherry Pie, to Christmas Salad, Raspberry Chocolate and more! Whether your celebrations are held traditionally with a homely feast, a lunchtime gathering, or a pot luck dinner party, you’ll find a gift wrapper To Your Taste. 

This interactive activation from the larger FairPrice campaign ‘Christmas to Your Taste’, conceptualised by TBWA\Singapore as part of Homeground United, was designed to celebrate the Christmas season a little better for all of Singapore; in case turkey and ham is not their jam. 

On 16 November 2024 outside FairPrice Finest at Clarke Quay, hundreds of people lined up at the tear-able billboards to get their hands on the limited-edition wrappers, and even tasted the foods from FairPrice that inspired them for real at the event. 

“We wanted a novel way for FairPrice to be part of Singaporean’s Christmas celebrations” said Loo Yong Ping, executive creative director at TBWA\Singapore, “and we’re happy that our brave clients had the same appetite to do something different to break through the clutter.”

“This innovative approach to traditional Christmas dishes was born from the trust and close partnership cultivated between FairPrice Group and Homeground United. We’re excited to have had the opportunity to bring this concept to life with the support of the brand,” said Joyce Chen, CEO at Omnicom Production, Singapore.

“Our recently announced brand ethos, ‘every day, made a little better’, signals our commitment to finding fresh new ways to engage and delight our customers and community. This festive season, our focus is on bringing consumers a wide, innovative range of offerings that  enables all in Singapore to celebrate Christmas to their tastes, and hopefully, start some new traditions together,” said Alison Ee, director & head of customer & marketing (retail business) at FairPrice Group.

If you missed out on the first drop, FairPrice will be launching a second drop of different wrappers at FairPrice Xtra in VivoCity on Saturday, 7 December 2024, and in select FairPrice stores as well as online.