TBWA\Singapore Spreads Smiles with Brand Campaign for Supermarket Chain

Singapore’s largest supermarket chain, NTUC FairPrice, launched its latest campaign to introduce its new brand tagline – ‘Here to make lives better’.

Working with TBWA\Singapore, the co-operative of the National Trades Union Congress (NTUC) aims to convey its social mission of improving the lives of its customers, employees, and the overall community. 

The new campaign demonstrates how the supermarket chain is ‘here to make lives better’, using different colours to represent each of its four pillars of good:

• Making every day better

• Giving back for the better

• Better for our planet

• A better place to work

“NTUC FairPrice delivers social good to the community through many different initiatives, including reducing food waste, rewarding customers who bring their own bags, food drives to the underprivileged, and actively hiring people over 60.” said Ara Hampartsoumian, Managing Director at TBWA\Singapore. “It’s a privilege to work with a local brand that is truly passionate about the greater good, with a disruptive business model of building commercial success through improving the lives of the Singapore community."

NTUC FairPrice serves more than a million shoppers daily with a network of over 130 outlets, comprising FairPrice supermarkets, FairPrice Finest, FairPrice Xtra hypermarkets and Warehouse Club. It also has over 160 FairPrice Xpress and Cheers convenience stores and an online grocery portal, FairPrice Online. 

Ms Christina Lim, Director, Brand and Marketing, NTUC FairPrice, added, “FairPrice constantly looks to renew our social commitment to the community and we are confident that this brand refresh will further cement our unique identity to make lives better for all. The four message pillars aim to effectively communicate how we continue to strive to keep essentials affordable, give back to the community, be eco-friendly, and create a better workplace.”

‘Here to make lives better’ launched on May 14, with Havas Media providing the media strategy to bring the campaign to life.