Have you seen this heartwarming FairPrice ad that has had netizens in tears?

NTUC FairPrice is looking to make life a little better with a new heartwarming ad that has touched the hearts of netizens. 

The ad begins with a young boy crying over a watermelon he has dropped in a FairPrice store. His mum thinks to herself, "A good mum would know what to do."

The next scene shows the boy drawing on the walls and then the mum buying food from a hawker stall for her child. 

"She would probably not let this happen. She would cook for her family," the mum continues. 

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The video then goes into a scene where the boy shares that his father was late to pick him up from school. When the father apologises, the boy says, "It's okay daddy. You're trying your best."

The scene then goes back to the FairPrice store where a staff member comes to help the parents clean up after the mess. The boy apologises, saying the fruit was too heavy for him and the mum responds, " It's okay Theo. You were trying your best."

The ad ends by saying:

Because we are all just trying. In our own little ways to make every day a little better and that will always be enough.

"Over the years, FairPrice Group’s (FPG) offerings have evolved beyond meeting consumers’ needs across everything food (groceries and food services), expanding into a more comprehensive ecosystem of services that even include loyalty and banking," said a spokesperson at FairPrice. "We wanted a refresh to our brand ethos (previously ‘everything food made easy’) that reflected what this evolution means to us, and what it means for how we serve all in Singapore."

FairPrice continued by saying that ‘every day, made a little better’ expresses the progressive and self-exceeding mindset which FPG lives by; its commitment to continuously improve on the ways that it can make its customers’ daily lives better.'

"Our campaign aims to deepen emotional resonance with our customers by reinforcing FPG’s role as a trusted partner in every household and everyday life, making every day a little better for families in Singapore," it said, adding that through the integrated campaign, it sought to inspire and encourage families and individuals in Singapore to see the positivity in their everyday moments

"Life may not always be easy or perfect, but it’s the heart and determination to keep trying that brings a little light to each day, because what matters most is that they are able to spend quality time together with the ones they love," it added.

FairPrice explained that the response has been "overwhelmingly positive, and heartwarming" with many netizens saying that it brought them to tears and that it summarised what a lot of mothers feel juggling the mum-guilt, work, mental loads, societal expectations and more. 

"Every day, made a little better," is more than just a brand refresh milestone for us; it is a heartfelt affirmation of our purpose and ethos," said Alvin Neo, chief customer and marketing officer at FairPrice Group.

"The campaign launches with a brand film unlike anything we have ever done, gently reminding the families we serve that even amidst life's inevitable challenges, their daily efforts, no matter how small, do make a difference," he added, saying that it is a celebration of the extraordinary found in our daily lives and the important things to be grateful for. 

"This same spirit fuels us at FPG, inspiring us to never stop giving our best to make every day a little better for those we serve," said Neo. 

The campaign, which was worked on with BBH Singapore, Little Red Ants Creative Studio, VaynerMedia Singapore and UM will run islandwide for three months on cinema, social, OOH and digital channels with additional 30 and 15 second cutdowns. There will also be four print ads that will run. 

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