Fairprice Group calls for integrated pitch

Fairprice Group has called for an integrated pitch cutting across creative production, media and digital and has appointed R3 to handle the pitch, MARKETING-INTERACTIVE understands. Both parties did not confirm queries sent by MARKETING-INTERACTIVE. To date the company has worked with the likes of Havas Media and iris Worldwide on its past campaigns.

In recent years, Fairprice Group which owns brands such as Cheers, Kopitiam, Unity and FairPrice Finest has been upping its retail experience. Last year it unveiled a new Grocer Bar, a dine-in area for consumers to eat and drink their purchases on the spot at NTUC FairPrice Finest at The Centrepoint. The store also has a craft beer dispenser tap from Red Dot Brew House. Chua Boon Keat, head of channels (Hypermarket, Finest & Cheers), FairPrice Group said as a major supermarket retailer in Singapore serving over half a million customers, it is essential for the company to stay relevant in serving the varying needs of its large customer base.  

Don't miss: FairPrice Finest rethinks retail experience

At the recent eCommerce awards hosted by MARKETING-INTERACTIVE, the FairPrice Group made a strong showing by winning “eCommerce Marketplace / eRetailer of the Year”. It took home one silver and six gold trophies which gave the company an edge over its competitors. FairPrice Group's campaigns “Digitalising your grocery and food journey” and “FairPrice App - Your Groceries Your Way” brought its victory in a variety of categories, such as “Best in eCommerce Marketplace/eRetailer - Consumer Products” and “Best COVID-19 Related Campaign”. Notably, the group also won “eCommerce Team of the Year – Brand”.

In April last year, FairPrice Group appointed Vipul Chawla as group CEO, and the appointment came amidst NTUC Enterprise and FairPrice Group looking to further strengthen its core, and talents in its management team. According to NTUC then, Chawla's international experience will help FPG drive its ambitions to build an omni-channel business with a superior customer experience.

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