Food insecurity in Singapore is not just about hunger—it’s about undernourishment. Vulnerable communities lack access to nutritious food, with many relying on cheaper, nutrient-poor alternatives.
A nationwide survey by FairPrice Group revealed a knowledge and nutrition gap. 83% of Singaporeans recognise a balanced meal is key to a healthy diet, yet less than 1 in 4 understand what that truly means. Traditional food donations focus on non-perishable staples, which fill stomachs but lack essential nutrients.
To bridge this nutrition gap, A Full Plate—Singapore’s largest food donation drive—was launched by FairPrice Group, supported by FairPrice Foundation.
The campaign’s objective was twofold:
• Make donating effortless by embedding donation opportunities into everyday shopping habits
• Redefine food aid norms—shifting the focus from generic food relief to nutrition-first giving
To achieve this, we leveraged FairPrice Group's 570+ touchpoints, embedding donation directly into the shopping journey, making giving frictionless and second nature.
Instead of relying on complex technology, A Full Plate reimagined QR codes and barcodes as powerful donation tools. Missing nutrients were transformed into interactive QR codes, allowing shoppers to visually recognise the problem and donate instantly via the FairPrice Group App. At checkout, barcoded donation options enabled instant contributions—just like adding groceries to a cart.
Beyond fundraising, A Full Plate redefined food aid, prioritising fresh produce, proteins, and whole grains—ensuring vulnerable families had access to balanced, nutritious meals.
This campaign was more than a fundraiser—it shifted behavior, redefined food aid, and embedded donation into the retail ecosystem, making giving an effortless part of everyday shopping.
Revamping QR Codes: Breathing New Life Into a Familiar Technology
A Full Plate reimagined the QR code—a decades-old technology—into a powerful giving tool embedded directly into the shopping journey. Instead of being a passive scan, QR codes became interactive donation triggers, seamlessly connecting shoppers to instant giving.
We identified key missing nutrients in vulnerable communities’ diets and transformed them into QR codes, integrating them into food visuals. By placing these “missing nutrients” QR codes in images of incomplete meals, the invisible problem became visible—and actionable.
When scanned, these QR codes empowered shoppers to instantly donate via the FairPrice Group App—filling the nutrition gap in real life.
This revolutionised how QR codes were used in retail, shifting them from basic information access to action-driven experiences that created real-world impact.
Embedding Giving into Everyday Shopping
With 570+ retail, food, and convenience touchpoints across Singapore, FairPrice Group’s ecosystem was the ideal platform to integrate donations into familiar shopping and dining habits. The campaign’s key strategy was to make giving effortless, ensuring that shoppers could contribute seamlessly while buying groceries or dining out.
Retail Integration: Making Donations Frictionless
A Full Plate embedded donation at the most impactful consumer moments:
• Grocery shopping – Customers could add a donation directly at checkout counters, self-checkouts, and online shopping.
• Food outlets & convenience stores – Donations were prompted via digital screens, in-store posters, table decals, and counter kiosks.
• FairPrice Group App – The app’s checkout system integrated donation as seamlessly as adding groceries to a cart.
This approach removed barriers, making donating as instinctive as buying milk or bread.
Using Technology to Drive Engagement
• Scanning the QR code led users to the FairPrice Group App
• In-app donations were embedded into the existing shopping and checkout system
• Real-time transparency—each donation translated into curated nutrition bundles
With 2 in 3 digitally connected customers engaging weekly and 20 million weekly page views, the app became the perfect digital donation platform—scaling participation effortlessly.
Tiered Giving: Translating Donations into Real Impact
To ensure tangible contributions, donations were translated into real food support:
• S$16 = Healthy breakfasts for a child for 1 week
• S$36 = Fresh groceries for an individual for 2 weeks
• S$60 = Nutritious essentials for an elderly for 2 weeks
• S$100 = Fresh, healthy produce for a family for 2 weeks
This structure reinforced the shift from generic food aid to nutrition-first giving.
Omnichannel Activation: Expanding Reach Beyond Stores
Beyond retail, the campaign leveraged multiple channels to drive awareness and participation:
• Social media – Showcased real stories of families struggling with nutrition
• TV & Radio Talks – Discussed findings from the report, driving urgency around nutrition
• Email, In-App & Online Ads – Engaged regular shoppers during their digital journey
• News Coverage – Major newspapers and platforms spotlighted the impact of donations
By seamlessly integrating retail, digital, and media, A Full Plate ensured that every shopper had the opportunity to help—wherever and however they shopped.
A Full Plate raised over S$1.6 million, providing 600,000 individuals with balanced, nutritionist-approved meals—benefiting approximately 10% of Singapore’s population. Donations directly supported ten charity organisations, ensuring recipients received nutrient-rich food, not just non-perishable staples.
Beyond fundraising, A Full Plate shifted national perceptions of food aid. The initiative redefined what it means to truly help—emphasising that simply filling stomachs isn’t enough, people need real nourishment.
Seamless digital integration and omnichannel execution make donation frictionless, the campaign tapped into FairPrice’s existing digital and physical ecosystem, leveraging high user engagement to drive real-world impact.
• Engagement via the FairPrice Group App – With over 2 in 3 digitally connected customers engaging weekly, donations were frictionless and scalable
• Retail shoppers and F&B diners actively participated – Donation prompts embedded into customer journeys (digital screens, in-store posters, hanging mobiles, wobblers, banners, decals) drove a direct increase in contributions.
• National conversation sparked – The campaign redefined food aid norms, shifting focus from generic food relief to targeted nutrition-first giving
The success of A Full Plate showcases the power of retail innovation, digital engagement, and consumer-driven philanthropy—proving that everyday shopping can be a force for social good.
