FairPrice Ditches Price Wars for Emotional CNY Strategy
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FairPrice Group has launched its Chinese New Year 2026 campaign in partnership with TBWA/Singapore, featuring three 30-second films that shift away from traditional festive spectacle toward intimate, everyday moments. The campaign, titled "Every Celebration Made A Little Better," debuts across digital, social media, in-store displays, and FairPrice-owned platforms ahead of the holiday.
Campaign Strategy Emphasizes Small Acts Over Grand Gestures
The three films, directed by Tariq Mansor, center on the Mandarin phrase "小心意大欢喜" (small acts lead to great joy). This approach marks a departure from the price-war tactics common in competitors' Chinese New Year campaigns.
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The creative strategy builds on FairPrice's existing brand platform "Every Day, Made A Little Better." According to Loo Yong Ping, Executive Creative Director at TBWA\Singapore, "Chinese New Year is shaped by small, familiar rituals that carry a lot of meaning." The campaign focuses on preparing festive meals and hosting loved ones rather than grand celebrations.
Alison Ee, Director and Business Marketing Head for FairPrice, said the campaign addresses the daily balancing act families face between work, responsibilities, and quality time with loved ones. "At FairPrice, our commitment is to make everyday essentials within reach, so our customers can focus on what truly matters," Ee stated.
Targeting Multi-Channel Shopping Behaviors
The campaign aligns with regional consumer trends showing that 55% to 60% of Southeast Asian shoppers blend online research with offline purchases during holiday periods. FairPrice's multi-platform approach targets these behaviors through coordinated digital and physical touchpoints.
Mandy Wong, CEO of TBWA\Singapore, emphasized the campaign's dual focus. "This campaign puts people first, from families celebrating at home to the frontliners supporting them every day," Wong said. The messaging positions FairPrice as naturally fitting into the rhythm of Singaporean life during the festive season.
The campaign operates within Asia Pacific's projected US$376.4 billion advertising market for 2026, which represents 5.4% year-over-year growth. Competition for consumer attention during Chinese New Year has intensified as retailers seek differentiation beyond promotional pricing.
Building on Previous Creative Success
TBWA\Singapore previously created FairPrice's 2024 Chinese New Year campaign "More Reasons to Celebrate," which retold the Great Race myth and earned nominations at The Drum Awards for Marketing APAC. The 2026 campaign continues the partnership's focus on culturally resonant storytelling.
The emphasis on everyday moments contrasts with other regional Chinese New Year campaigns. RHB Malaysia launched a 2026 campaign via THE SHOUT GROUP focusing on dignity and self-worth, while KFC Singapore's "Huat Heist" uses eight hidden digits across physical and digital channels to drive engagement through prize incentives.
The campaign reflects broader shifts in Asian festive marketing toward emotional connection over promotional tactics during peak shopping periods. FairPrice's strategy prioritizes brand positioning around thoughtfulness and reliability rather than discount-driven messaging.
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