FairPrice illuminates the little things in heartwarming CNY campaign

FairPrice has unveiled a CNY campaign titled "Love prospers in the little things" to illuminate the traditional values of harmony, connection and appreciation.

Created and conceptualised by Homeground United (Omnicom Production and TBWA\Singapore), the campaign tells the story of love and warmth through the eyes of Mi Bao, a free-spirited feline inspired by the fortune cat whose favourite pastime was roaming and exploring the neighbourhood.

At the heart of the integrated campaign is a brand film, which weaves together the often-overlooked small exchanges and moments of love, shared between family, friends and strangers during the festive season. Such moments include a daughter wearing red for her mother despite not liking the colour, an Indian boy learning how to give Chinese New Year greetings to his Chinese girlfriend's grandmother, and a FairPrice employee showing which are the correct and appropriate oranges to present for Chinese New Year. 

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The film will be available on TV and online. 

The campaign also features collaterals on FairPrice's socials, OOH spots island wide and in-stores. The collaterals feature a family preparing a meal together, the festive Yusheng with available discounts and more. 

In addition, the campaign included celebrations with the community via Chinese New Year block parties held in Tampines and Redhill. At the party, attendees grabbed groceries from FairPrice on wheels, indulged in snacks and drinks, and won prizes from game booths. Attendees were also able to bring home exclusive Mi Bao plushie sets. 

“At FairPrice, we believe that love thrives in the little things — keeping to familiar and meaningful rituals that celebrate kinship during Chinese New Year. From preparing a hearty meal to the joy of giving, these moments of connection are what truly make the festivity special for those you love. Just like Mi Bao, we see the love in everything our customers do, and it’s our purpose to make their everyday a little better as they shop from an abundant selection of festive goods at great value,” said Alison Ee, director & head of customer and marketing (retail business), FairPrice Group.

“We are thrilled to once again put forth an exciting campaign in partnership with FairPrice Group for this year's Chinese New Year campaign. This festive season is a time for family and celebration through the little rituals of each household. Together, we’ve crafted a campaign that not only honors the rich heritage of the season but also adds joy and demonstrates the value FairPrice brings to its customers. We’re proud to be a part of this milestone and look forward to continuing our work with FairPrice in the future,” stated Joyce Chen, chief executive officer, Omnicom Production.

"Based on cultural insight, we believed that a storytelling approach would have a greater impact in capturing the true essence of this festive season. In many Asian cultures, love often finds expression in the subtle, unspoken moments – a shared glance, a gentle touch or a quiet act of service. These understated gestures carry profound meaning and resonate deeply, which we felt a typical jingle or comedic film wouldn't fully capture,” said Loo Yong Ping, executive creative director, TBWA\Singapore. 

FairPrice have always gone the extra mile for festive seasons. Not too long ago, the brand created a range of exclusive gift wrappers that not only look beautiful but are multi-sensorial for Christmas. Each of the special gift wrappers were infused with its own captivating scents respective of its design – from Cherry Pie to Christmas Salad, Raspberry Chocolate and others.

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