Singapore-based supermarket chain NTUC FairPrice has launched a campaign to promote its new retail store concept at the largest shopping mall in the country, Vivocity.
Called FairPrice Xtra, the store aims to create a new grocery shopping experience for Singaporeans with a marketplace of local and international produce. There is also a cafe operated by Tiong Hoe Specialty Coffee and live seafood tanks, with fish, crabs and lobsters prepared and grilled by in-house chefs.
In the middle of the two-floor store sits an in-store dining area featuring ‘The Kitchen’, which prepares freshly cooked meals and a bottom-up draught beer tap.
FairPrice’s Unity store, which offers health, beauty and wellness products, sits at the entrance of the store on the second floor.
The store was designed by creative brand agency Superunion, which worked with interior designer JDV Architecture. It rides on the trend of supermarkets creating an all-in-one experience for customers.
The new campaign, called “Something Xtra for Everyone” and created by Havas Media, is a series of videos that brings to life the experience the store provides to consumers across three key segments of families, millennials and couples.
The first video, called Xtra Bond, features a family at the store’s indoor hydroponic farms where crops are grown, harvested and sold on the retail floor and stations where they can grind almonds and churn out nut butter on the spot.
The second, called Xtra Fun, features a group of millennials enjoying the draught beer and taking selfies against the backdrop of the pink ice cream truck in the store.
The final video, called Xtra Special, features a couple at the dine-in area where customers can pick their choice of seafood or meat cuts and have them cooked to eat in the store.
“FairPrice Xtra at Vivocity seeks to redefine what a supermarket can be with its array of consumer-friendly services and reflects NTUC FairPrice’s unrelenting commitment to innovation, customer-centricity and sustainability,” said Russell Lai, the general manager of Havas Media.
“This is indeed an exciting time for shoppers and the team at Havas Media is grateful for the opportunity to be a part of this incredible journey.”
The campaign will run across owned and paid channels involving social, programmatic, display, video, digital bus shelter panels, in-mall and influencer marketing.
