FairPrice Group (FPG) has long been committed to making daily essentials accessible to all in Singapore. However, in recent years, our brand faced an identity crisis. Amid stubborn inflation, changing consumer expectations and aggressive competitor storytelling, our relevance was shrinking. Our share of voice was shrinking, and the FPG name was losing its emotional relevance for Singaporeans. While we led the market in grocery and cooked-food, we were not faring well with young families, a crucial growth segment. The number of young families in our customer base dropped 5.5% YOY.
Through rigorous consumer sentiment tracking and market research, we realised that consumers were seeking not just low prices, but proof of purpose. They expect retailers to be visibly and authentically committed to community well-being - especially for those most vulnerable.
Additionally, competitive retailers had effectively framed brand communication as acts of care and empathy, which strengthened their emotional equity and earned them positive sentiment even when their offers were of similar or inferior in value to ours.
We needed to shift the narrative to enhance our corporate brand and grow our ‘young families’ customer base and revenue. We also aimed to reclaim positive brand sentiment and increase our share of voice by showing how FPG was delivering value and enabling healthier food choices during tough times. We needed to remind Singaporeans that we were deeply committed to our purpose of making every day a little better for all in Singapore, by keeping daily essentials within reach.
For over 50 years, FPG has remained committed to keeping daily essentials within reach for all in Singapore. But as consumer needs evolve - especially in the face of rising costs and economic pressure - so too must our understanding of what “essentials” mean today. To better serve modern families, we commissioned a study, ‘A Full Plate’, to dive deep into consumer attitudes around nutrition, affordability and food choices.
The research revealed that while 83% of Singaporeans recognise a balanced meal is key to a healthy diet, less than 1 in 4 know what goes into a healthy plate. It also found that 80% of parents were most concerned with ensuring their kids have a nutritious diet. These insights guided our strategy to shift the narrative, increase share of voice and create positive brand sentiment. We engaged stakeholders across relevant ecosystems from our charity and community partners, to industry experts on healthcare and early childhood education. We also leveraged the breadth of our business, from our supermarkets to Cheers, Kopitiam and Unity.
OUR INITIATIVES
With over 570 retail touchpoints, we harnessed our scale to drive nationwide awareness and participation. To deliver our message with precision and resonance, we adopted a multi-channel approach - meeting audiences where they were most engaged.
Owned Media: Reinforcing Brand Values and Building Consistency
Paid Media: Capturing Attention and Driving Brand Recall
Earned Media: Building Trust and Amplifying Reach
Through programmes that addressed nutrition and affordability, we grew our ‘young families’ segment by 2.8% YOY, with a 4.1% YOY increase in ‘young families’ customers in 2024, reversing the decline from 2023. Revenue from the segment increased by 5% YOY (Q4'24 vs Q4'23).
Across the campaign period, we saw a 6% uplift in overall positive sentiment and 4% increase in share of voice. Our efforts generated 14.5M total impressions, and reached 7.1M individuals.
Protein Pledge
We partnered more than 30 charity and community organisations to distribute fresh protein regularly throughout the year to more than 84,000 beneficiaries.
