SINGAPORE, 27 October 2025 – FairPrice Group (FPG) announced today the launch of a new business unit – FPG ADvantage, Singapore’s largest omnichannel retail media network business that connects brands with Singaporeans where they shop, dine and live.
Built on FPG’s extensive omnichannel ecosystem, FPG ADvantage brings together the scale of FPG’s 570 touchpoints – comprising FairPrice supermarkets, Cheers convenience stores, Unity pharmacies and Kopitiam food courts. FPG ADvantage will also give brands access to 1.7 million customers who transact on the FPG app, and more than two million members of Link Rewards, Singapore’s largest loyalty programme.
FPG ADvantage also comprises physical and digital assets – including more than 1,000 digital screens, in-store radio across more than 150 supermarkets, AI-enabled smart carts, more than 6,000 Kopitiam tabletop decals, FPG app in-app placements and games that facilitate over 1 million customer interactions daily.
In addition, FPG ADvantage offers consumer-goods brands clarity into their digital media investments. FPG’s strategic partnerships with industry leaders, including Meta and The Trade Desk, enable robust purchase attribution. This means brands can seamlessly connect their digital campaigns directly to sales verified at FPG. This end-to-end measurement system empowers advertisers to quickly refine their strategy and ensure every ad expenditure drives a measurable sales outcome.
The launch of FPG ADvantage capitalises on the global growth and shift toward Retail Media, which is recognised as the fastest-growing advertising channel, providing advertisers with proven performance metrics linked directly to marketing and sales outcomes. According to GrabAds and Kantar (April 2024), retail media ad spend in Southeast Asia is projected to reach US$4.7 billion by 20301.
Vipul Chawla, Group Chief Executive Officer, FairPrice Group said that FPG ADvantage is simple and intuitive. The platform leverages FPG’s unique position at the heart of Singaporean life, connecting how people live, dine, and shop, to offer brands a trusted and closed-loop advertising solution built on insight derived from Singapore’s largest retailer.
“The FPG ecosystem, spanning a customer’s journey of grocery shopping, dining, and online retail, gives us a connection and a deep community trust that is truly unparalleled,” said Vipul Chawla, Group Chief Executive Officer of FairPrice Group. “We are uniquely positioned to offer brands a way to deliver value directly to consumers, making it easy on the wallet and the experience. This isn’t just advertising space, it’s a direct line to fostering relevant, rewarding connections that uplift the everyday lives of Singaporeans.”
Proven Results Through Early Pilots
Since early 2025, FPG ADvantage has delivered measurable outcomes for public-sector, private-sector and consumer-goods partners.
- Singtel: partnered with FPG as a sponsor of the Omni Store at FairPrice Finest ‘Store of Tomorrow’ in the Punggol Digital District, bringing a Connected Home concept to life through an Endless Aisle experience. This campaign elevated Singtel’s brand messaging and attracted over 45,000 visits to the Omni Store in a month.
- Nestlé Milo: demonstrated the network’s ability to link media exposure directly to validated purchases. In just one week, FPG ADvantage enabled Nestlé to reach over 680,000 unique shoppers and achieve a remarkable 42x Omnichannel Return on Ad Spend (ROAS) with 30% uplift in sales across both offline and online channels.
“At Nestlé, we believe real growth comes from truly understanding our consumers – how they live, shop and dine every day, said Rajat Jain, Managing Director, Nestlé Singapore. “Working with FPG ADvantage has helped us turn these insights into action, creating meaningful connections that drive results. This partnership lets us plan smarter, reach audiences more cost effectively, and strengthen our brand’s presence in Singaporean homes. It’s a partnership built on trust, innovation, and a shared drive to keep growing together.”
“This strategic collaboration with FairPrice ADvantage represents the ultimate fusion of retail and telco innovation,” added Lynette Poh, Head of Marketing Communications at Singtel. “The introduction of Endless Aisles at the Omni Store creates a sophisticated, connected commerce ecosystem. It provides brand partners unparalleled, real-time audience engagement capabilities and the closed-loop measurement necessary to unlock the true ROI of retail media, turning every store interaction into a measurable engagement opportunity.”
Commitment to Evolving the Retail Landscape
The launch of FPG ADvantage underscores FPG’s commitment to evolving and leading the retail landscape in Asia. FPG ADvantage follows a list of innovation-led announcements this year, such as the opening of its first Store of Tomorrow and its cross-border partnership with Alipay+. The business aims to move beyond simple transactions to forge real relationships, leading the industry by bridging brands, media, and customers into one cohesive ecosystem, all while continually fulfilling its brand purpose to make every day a little better for all in Singapore.
1 https://www.marketing-interactive.com/study-sea-retail-media-networks-advertising-spend-to-hit-us-4-7-billion-by-2030