BBH Singapore campaign for FairPrice pitches the joys of offline shopping with ‘Worth The Trip’

BBH Singapore has created a campaign for retail chain NTUC FairPrice which seeks to remind consumers of the joys of offline shopping in an era of year long online deep discounting and free home deliveries.

BBH said the marketing push, called ‘Worth the Trip’, is “hinged on the insight that beyond the cost of living, Singaporeans are aspiring to lead better lives”.

“Hence, value not only means low prices for daily necessities; it also means quality, origin, nutrition as well as the actual shopping experience,” the agency said.

‘Worth The Trip’ is an integrated campaign which will play out via commercials, online videos, in-store communication and out of home advertising.

BBH Singapore creative director Khairul Mondzi said: “No matter where we grew up, FairPrice was always around the corner and close to us.

“We didn’t have to look very far in coming up with what FairPrice actually stands for. In this case, it is, was and has always been a trip that’s worthwhile in many ways – from the products and service, to the store experience and time spent shopping there with family and friends.”

The campaign launched in the second week of August will continue until October.


Agency: BBH Singapore

CEO: John Hadfield

Chief creative officer: Joakim Borgstrom

Executive creative director: Sascha Kuntze

Creative directors: Janson Choo & Khairul Mondzi

Senior copywriter: Stephanie Gwee

Art director: Grace Wong

Account director: Manavi Sharma

Account manager: Grace Lee

Head of planning: Thomas Wagner

Strategist: Gwen Lee

Agency producer: Kim Lim

Film production company: Atypical Films

Director: Bertrand Lee

Audio production: Song Zu

Print production company: Frame by Frame Singapore

Photographer: Kevin Yang


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