NTUC Fairprice targets luxury market

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Singapore -  Euro RSCG Singapore and NTUC FairPrice have launched an integrated campaign aimed at promoting the new FairPrice Finest @ Scotts, a new speciality supermarket at the new Scotts Square located in the heart of Orchard.

The campaign spans across print, OOH and Facebook platforms.

Centred on the tagline 'Where style meets food', the visually-driven campaign shows gourmet food from FairPrice Finest juxtaposed as high-fashion items, targeted at differentiating Finest from its other sub-brands and to raise the brand's status to appeal to the mass affluent and expatriate community.

Three different executions - cufflinks, purse and inauguration ribbon - were chosen to represent FairPrice's three pillars, comprising of organic, international selections and deli.

Kevin Pereira, executive creative director at Euro RSCG Singapore expressed that the luxe ads were crafted to peak interest in Scotts Road, where consumers are in a fashion state of mind.

"This is a bold first move for FairPrice to take on a minimalist and innovative advertising approach with a teasing slant, and we believe the marriage of "supermarket" and "high fashion" helps them stand out among competitors," he added.

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