As Singapore prepares to ease restrictions of the Circuit Breaker on 2nd June, retail supermarket chain NTUC FairPrice has launched a campaign calling on all Singaporeans to make a “Fresh Start” by continuing the values they discovered during the 2-months.
The Circuit Breaker’s emotionally turbulent and disruptive period has made all Singaporeans reflect on what is important to them and their families; it has forced everyone to adapt and become more resilient. Based on the cultural insight: it is not just the new normal; it is a new beginning, the campaign creates an optimistic future by building on the positive behaviours that have emerged from these difficult times.
Alvin Neo, Chief Customer and Marketing Officer, FairPrice Group said “In every crisis there is an opportunity. The Circuit Breaker has given us all a unique chance to connect and spend time with our loved ones. Fresh Start is a reminder to each family and individual not to lose the precious lessons learned and recalibrate our lives; at the same time, give Singaporeans the assurance that they can always depend on us for their daily essentials as the country prepares for its Phase 1 return.”
The “Fresh Start” campaign was developed by Iris Singapore, which won NTUC FairPrice’s creative business in April this year following a multi-agency pitch. With this win, Iris is tasked to lead Creative and Strategy for FairPrice’s retail businesses.
Explaining the creative concept, Ed Cheong, Executive Creative Director at Iris Singapore, said: “The Circuit Breaker has been a trying time for everyone and people are yearning to take the first baby steps towards some semblance of normality. But it is also the right moment in our history to put this so-called normality under the spotlight and question – was it really normal the way we’ve led our lives before? Fresh Start is not about resuming what once was, but starting afresh with the second chance at life that we are lucky to have. The essentials that FairPrice provides are only as important as the values we now deem essential.”
The campaign is more than a film; it’s a part of a platform that lives up the FairPrice’s brand mantra to make life better. A retail brand that is part of Singapore’s social and cultural fabric, FairPrice is making it easier for people to make a Fresh Start.