How can creative disruption shape the future?

View Schedule

Fairprice ad suggests the end of lockdown is a new beginning for values

It believes that based on the cultural insight that it is not just the new normal but a new beginning.

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 the government 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, based on the cultural insight, that people want to see this time as 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.”

Fresh Start by Iris

Added 01 June 2020
Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.