FairPrice Fresh Pork campaign
Mediacorp's omnichannel storytelling drove strong results for FairPrice's CNY campaign
Chinese New Year is one of the most important periods for FairPrice – and also one of the most competitive. Through Mediacorp’s omnichannel storytelling and amplification, Fairprice’s Fresh Pork campaign came to life and successfully improved shoppers’ knowledge and perception.
From 8 January to 31 March, the campaign translated FairPrice’s end-to-end freshness story into clear, recognisable cues – where the pork comes from, how it stays fresh, how to choose the right cuts, complemented by recipe inspirations. The hero TVC launched on 8 January featured Tyler Ten shopping for fresh pork at FairPrice, and reinforced through behind-the-scenes content, including a pork processing plant visit by Zoe Tay, OG Gang and Just Swipe Lah, showcasing FairPrice’s supply chain and quality standards.
A rich, integrated content ecosystem – spanning TVC, creator content (OG Gang, Just Swipe Lah), news bumpers and editorial, radio integrations (chef segments, cooking partnerships and games), WhatsApp community and social channels and microdrama Bowl of Love – worked cohesively to deliver a single message: the freshest pork is at FairPrice. The amplification was timed strategically leading up to Chinese New Year, when households were actively planning meals and making purchase decisions.
The strength of this omnichannel approach generated more than 73 million views, impressions and listens across Mediacorp’s network and social handles. It also drove strong signals of intent, including a surge in search interest for “FairPrice Pork” following key content launches.
“Mediacorp’s integrated network and strong content ecosystem brought the story of how FairPrice delivers the freshest pork to all in Singapore to life. The campaign translated effectively into shopper confidence; resulting in an uptick in demand for Malaysian pork across our network.” – Mary Pereira, Lead, Content & Social, Group Strategic Communications, FairPrice Group
View TVC below:
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