TBWA wins strategic branding brief for NTUC Fairprice and NTUC Enterprise

FairpriceTBWA has won the strategic branding account for NTUC Fairprice, Singapore’s largest supermarket, and NTUC Enterprise, the company’s social causes arm, after a closed-door pitch.

The news just three weeks after NTUC announced the appointment of Asatsu-DK to handle its creative account and Havas Media for media in a separate pitch.

Lynette Ang, chief brand and communications officer of NTUC Enterprise, said that the move would “enhance our social enterprises’ reputation of caring for the people we serve, to meet their needs in every stage of their life cycle.”

“NTUC Enterprise and NTUC FairPrice play such a key role in the lives of Singaporeans,” said Ara Hampartsoumian, MD of TBWA\Group Singapore. “We’re honoured to be working with these two iconic Singaporean brands with their dedication to social purpose as they continue to meet the needs of working families in the country.”

In a statement to clarify today’s appointment, NTUC’s director, brand and marketing at NTUC FairPrice, Christina Lim, said: “We develop various creative on-going communication strategies and will work with appropriate agencies where necessary. We partner these agencies based on their specialisation and strength in adding value to our communication objectives towards reaching out effectively to a segmented market and diverse audience.”

“TBWA will assist FairPrice in creating greater awareness and understanding of our corporate brand and our social mission. ADK was separately appointed earlier to provide a different but complementing communication service with a focus on our retail marketing efforts. The end objective is about bringing greater value to customers,” she said.


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