Fresh Start by Iris
Singapore supermarket chain NTUC FairPrice has launched a campaign to encourage people in the country to carry on the values they discovered during the two-month partial lockdown because of the Covid-19 pandemic
As Singapore prepares to exit the partial lockdown, which is officially called circuit breaker, FairPrice is calling on all Singaporeans to make a ‘Fresh Start’ in its campaign, created by Iris.
According to FairPrice, the circuit breaker 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.
It believes that based on the cultural insight that it is not just the new normal but a new beginning. FairPrice hopes the campaign will create an optimistic future by building on the positive behaviours that have emerged from these difficult times.
“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,” said Alvin Neo, chief customer and marketing officer at FairPrice Group.
“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.”
Regional CEO: Luke Nathans
Managing Director: Andy Cairns
Executive Creative Director: Ed Cheong
Creative Director: Cheng Shu Yau
Senior Art Director: Uni Lee
Art Director: Carmen Ang
Copywriter: Darren Tan
Planning Director: James Honda-Pinder
Planner: Rui Si Lim Group
Account Director: Gurmit Singh
Head of Integrated Production: Denise Decruz
Head of TV Production: Michelle Tan
Producer: Caroline Frances Editor: Pamella Ang
IRIS PR Head of PR: Rahat Kapur
Lead PR Consultant: Madhavi Tumkur
MEDIA PARTNER Havas Media