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.
Credits:
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
There is NO Way time spent in a supermarket is bonding time…have these guys ever been to one?
They have ignored the only benefit that comes from shopping for produce in a supermarket vs shopping for it online….and Im damned if Im going to tell them.
ReplyWhat was thhhaaatttt? BBH? Really?
ReplyThat broccoli spot was terribly cringey… but the grandmother film was rather sweet. The print ads, were nothing to write home about. On the whole, 5/10? (I may be nicer, as it is BBH and all the people credited are usually a superstar lineup).
Reply“…all the people credited are usually a superstar lineup…”
Superstar???!!!
This is the kind of loose talk that make me believe that standards are so poor, we think down is up and blue is orange.
In advertising you’re only as good as your last campaign.
Replynot worth the time
ReplyHave your say