NTUC FairPrice Group concludes media pitch

NTUC FairPrice Group has appointed Stagwell's Assembly as its media agency, confirmed a FairPrice spokesperson when MARKETING-INTERACTIVE reached out. 

The appointment is understood to run for two years, with an option to extend for a further year. 

Earlier in January, the company called for a media, creative and production pitch. MARKETING-INTERACTIVE understands that it did not appoint a creative agency partner. 

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The appointment comes as FairPrice Group continues to sharpen its marketing capabilities across brand-building, media and retail media.

Late last year, the retailer launched "FPG ADvantage", a business unit positioned as Singapore's largest omnichannel retail media network, aimed at connecting brands with consumers across its shopping, dining and digital ecosystem.

The network spans more than 570 touchpoints across FairPrice supermarkets, Cheers convenience stores, Unity pharmacies and Kopitiam food courts. 

In addition, FPG ADvantage brings together physical and digital inventory, including more than 1,000 digital screens, in-store radio across 150 supermarkets, AI-enabled smart carts, more than 6,000 Kopitiam tabletop decals and in-app placements generating over one million interactions daily.

Furthermore, FairPrice Group has also been building out its consumer-facing brand platform. Earlier this year, it rolled out a campaign spotlighting the everyday innovations designed to make life "a little better" for young Singaporean families.

Building on its long-running "Every day, made a little better" proposition, the campaign shifted the focus from functional benefits towards emotional storytelling through a series of short films. The films show routine errands becoming moments of connection and rolled out across OOH, social and film.

The agency appointment also comes as FairPrice Group invests further in technology across the retail experience. Earlier this year, it partnered with Google Cloud to explore the use of AI across its operations and customer experience.

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