NTUC Fairprice Group calls for pitch

NTUC FairPrice Group has called for a media, creative and production pitch for the Singapore market. MARKETING-INTERACTIVE understands that the appointment will run for two years, with an option to extend for a further year.

MARKETING-INTERACTIVE has reached out to NTUC FairPrice Group for a statement.

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The pitch comes as FairPrice Group continues to sharpen its marketing and retail media ambitions. Late last year, the retailer launched “FPG ADvantage”, a new business unit positioned as Singapore’s largest omnichannel retail media network, designed to connect brands with consumers across shopping, dining and digital touchpoints.

Built on a network of more than 570 touchpoints spanning FairPrice supermarkets, Cheers, Unity pharmacies and Kopitiam food courts, FPG ADvantage reaches 1.7 million app users and over two million Link Rewards members. The network blends physical and digital assets, including more than 1,000 digital screens, in-store radio across 150 supermarkets, AI-enabled smart carts, over 6,000 Kopitiam tabletop decals and in-app placements that generate more than one million interactions daily.

The retailer has also doubled down on brand-building. Most recently, FairPrice Group rolled out a new campaign by BBH Singapore spotlighting the everyday innovations that make life “a little better” for young Singaporean families.

Building on its long-running proposition, “Every day, made a little better”, the campaign translates functional value into emotional storytelling through a series of short films, showing how routine errands can become moments of connection. The work is running across OOH, social and film.

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