FairPrice pays homage to unsung heroes in new 'Meet the Fairmily' short film

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FairPrice Group has relaunched its Meet the Fairmily docu-mini-series with a new episode that brings audiences to Lau Pa Sat as they get a behind-the-scenes look at what customer and marketing specialist Keith Lee does at the food centre.

The short film begins with Lee among the busy crowd in Lau Pa Sat. The show introduces him as the go-to guy for all things Lau Pa Sat.

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Lee is then seen helping tune Lau Pa Sat’s bell, recommending Michelin Bib Gourmand stalls and even massaging Lau Pa Sat’s mascot Meow Meow to highlight his essential role in the smooth operations of the food centre.

The short film also features a scene where Lee fans the smoke away from satay sticks to help a content creator do a mukbang with 300 satay sticks.

“So, this is Keith, always making sure that Lau Pa Sat has die-hard fans and first-time fanfare,” said the narrator in the short film.

The video also ends with a question inviting audiences to guess what time Satay Street comes to life to test themselves against Lee’s expertise and to stand a chance to win up to S$1,000 worth of FairPrice Group e-vouchers.

"Our Meet the Fairmily campaign - a docu-mini-series celebrates the unsung heroes that keep FairPrice Group going. The series features stories of the challenges, triumphs, twists and turns they experience daily," said Alvin Neo, chief customer and marketing officer, FairPrice Group.

"Upcoming episodes will each feature a different profile chosen for their expertise in their field and dedication to their craft and our customers," added Neo.

The second season of Meet the Fairmily will launch across the group's social channels throughout March to the end of April and is expected to feature the user experience geek behind its app and a swordswoman butcher.

FairPrice is no stranger to paying homage to its unsung heroes as it commemorated its 50th birthday last year with a set of films that delve into the lives of the people behind FairPrice using POV shots and a vlog-style format. The campaign, titled “Always, FairPrice” was done in partnership with creative agency The Secret Little Agency.

From a front-of-house Kopitiam staff member, a fish expert at its grocery stores and the brand’s food taster, the films begin with a sign behind these individuals that say, “Meet the Fairmily” and feature a nationwide social game that quizzes Singaporeans on what goes on behind-the-scenes of FairPrice Group.

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