FairPrice Finest wanted to build on its growing positioning as the go-to supermarket to enjoy the finer things in life. To do that, FairPrice Finest had to be associated with the most prominent aspect of the fine life – the fine arts. For the first time, a photography contest, in search of life's finest moments, was held in a supermarket.
For the first phase of the contest, the public was invited to submit photos of their lives' finest moments. To call for entries, we launched a series of print ads, depicting the three daily main meals (breakfast, lunch and dinner) like cameras. Through an integrated mix of traditional and online media, the campaign garnered strong awareness and participation.
During the second phase, 12 photos were shortlisted from over 400 entries. The shortlisted works were published in a limited edition FairPrice Finest 2013 calendar and exhibited in the supermarkets. At the flagship store at TripleOne Somerset, window displays of the pictures were installed. So as consumers shop, they can revel in portraits of the finest moments in a gallery-like ambience.
The campaign helped to increase brand equity and was a success in positioning FairPrice Finest as a supermarket for the fine life – by being a patron of the arts.
For the first phase of the contest, the public was invited to submit photos of their lives' finest moments. To call for entries, we launched a series of print ads, depicting the three daily main meals (breakfast, lunch and dinner) like cameras. Through an integrated mix of traditional and online media, the campaign garnered strong awareness and participation.
During the second phase, 12 photos were shortlisted from over 400 entries. The shortlisted works were published in a limited edition FairPrice Finest 2013 calendar and exhibited in the supermarkets. At the flagship store at TripleOne Somerset, window displays of the pictures were installed. So as consumers shop, they can revel in portraits of the finest moments in a gallery-like ambience.
The campaign helped to increase brand equity and was a success in positioning FairPrice Finest as a supermarket for the fine life – by being a patron of the arts.
Agency: HAVAS Worldwide
Jeanie Lee (Art Director)
Adrian Sim (Copywriter)
Jimmy (Digital Imaging Specialist)
