How do you reconnect younger Singaporeans with the meaning of Chinese New Year?
Client: FairPrice
Market: Singapore
Launch: January 2025
Problem
FairPrice is Singapore’s number one supermarket.
Chinese New Year is its Super Bowl. The most important commercial and cultural moment of the year.
FairPrice wants to be the one stop shop for every purchase related to the festival,
But for many Singaporeans, especially younger ones, CNY increasingly feels like a chore.
Too many rituals.
Too many obligations.
Too many nosy relatives.
Insight
Rituals are not just about tradition.
Rituals give families an excuse to show love when they don’t know how to say it.
Solution
An integrated campaign that reframes CNY rituals not as obligations, but as small acts of love.
Under the theme:
Love prospers in the little things.
By shifting how Singaporeans see CNY rituals — from something you endure to something that strengthens family bonds — with FairPrice as the enabler, providing everything needed for the festival.
Results
Business results
+2.4% YoY retail growth, achieved through higher shopping frequency while maintaining basket value
Perception results
Strong creative effectiveness: 49% relevance, 45% appeal, 44% actionability
Stood out in a cluttered festive category with 32% uniqueness
