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 and FairPrice Foundation.
The campaign’s core objectives were:
• Make donating effortless—embedding donation opportunities directly into daily shopping habits.
• Redefine food aid norms—shifting from generic food relief to a nutrition-first approach.
• Integrate a powerful call-to-action directly into the key visual, making the action an inseparable part of the campaign.
Across 570+ touchpoints, we embedded donation into the shopping journey, integrating it seamlessly into traditional retail spaces and digital media—leveraging in-store print formats like wobblers, banners, and hanging mobiles to drive action at key shopping moments.
Instead of relying on complex technology, A Full Plate reimagined QR codes and barcodes into powerful donation triggers—turning missing nutrients into interactive QR codes that visually highlighted the problem while enabling instant giving. Barcoded donation options at checkout made contributing as easy as adding an item to a cart.
This wasn’t just a fundraiser—it was a behavioral shift that redefined food aid, retail integration, and the role of traditional media in driving action.
Revamping QR Codes: Making the Call-To-Action Impossible to Ignore
A Full Plate took QR codes, a familiar but often passive technology, and turned them into a bold, action-driven engagement tool—embedding them directly into key visuals, so the CTA became the visual itself.
We transformed missing nutrients into QR codes, integrating them into food visuals. These “missing nutrients” QR codes were placed across high-impact retail spaces, making the problem instantly 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
Singapore’s largest retailer, FairPrice Group, was the perfect local platform for this movement. The campaign leveraged 570+ retail, food, and convenience outlets, ensuring that giving became second nature in everyday life.
• Grocery shopping – Donation prompts at checkout counters, self-checkouts, and online shopping made contributing frictionless.
• 'Kopitiam' (frequented by locals) food outlets & convenience stores – Digital screens, in-store posters, table decals, and counter kiosks prompted donations at high-traffic moments.
• FairPrice Group App (an app already on many shoppers' phones) – The app’s shopping and checkout system seamlessly integrated donations, making it as simple as adding groceries.
This localised approach ensured maximum reach within Singapore, meeting people where they shopped, dined, and engaged with media daily.
Integration with Traditional Media: Expanding the Message Beyond Retail
The campaign didn’t just rely on in-store activations—it extended into national conversations through traditional media.
• News Coverage – Major newspapers and media platforms spotlighted the campaign’s impact, reinforcing its credibility and urgency.
• TV & Radio Talks – Nutrition experts and FairPrice Group leaders discussed the report findings, driving home the importance of food aid reform.
• Retail Print Integration – Hanging mobiles, wobblers, banner flags, table decals, and in-store displays ensured visibility at key retail moments, driving action where shoppers made purchasing decisions.
• Social Media & Digital Ads – Reinforced across FairPrice Group’s digital ecosystem, ensuring consistent messaging across all touchpoints.
By blending retail, digital, and traditional media, A Full Plate ensured that every Singaporean had the opportunity to help—wherever and however they shopped.
Tiered Giving: Localized Food Bundles for Daily Needs
Rather than distributing generic food aid, contributions provided nutritionist-approved essentials that reflected what beneficiaries actually needed for balanced daily meals.
• 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
By translating donations into tangible, culturally relevant meal support, the campaign shifted food aid norms—prioritizing nutrition over calories and ensuring that vulnerable families had the right food to thrive, not just survive.
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.
• Retail shoppers and F&B diners actively participated – Donation prompts embedded into customer journeys (in-store posters, hanging mobiles, wobblers, banners, decals) drove a direct increase in contributions.
• Engagement via the FairPrice Group App – With over 2 in 3 digitally connected customers engaging weekly, donations were frictionless and scalable
• National conversation sparked – The campaign redefined food aid norms, shifting focus from generic food relief to targeted nutrition-first giving
A Full Plate showcased the power of retail innovation, digital engagement, and traditional media working together in driving awareness and behavioral change across Singapore—proving that a simple call-to-action, embedded into everyday shopping, can transform giving and reshape food aid.
