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

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.”

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