• FPG pens love letter to Singaporeans to commemorate its 50th anniversary 
• 50th year celebrations to include nationwide ‘behind-the-scenes’ video quiz series that honours its frontliners, Day of Service for all FPG employees to give back to community and special anniversary offers for customers  

SINGAPORE, 15 May 2023 – FairPrice Group (FPG) kicked off its 50th year anniversary celebrations with a love letter of assurance to its customers. Singapore’s largest retailer marked its 50th anniversary celebrations with the launch of a brand campaign to honour its frontliners and highlight the role that FPG has played in securing the nation’s food supply through thick and thin. 

The FPG love letter which ran across all four languages of Singapore Press Holding’s main vernacular dailies promises to safeguard its customers’ way of life in Singapore. Conceptualised and developed together with The Secret Little Agency (TSLA), FPG’s campaign theme is ‘Always, FairPrice’.

Alvin Neo, Chief Customer and Marketing Officer, FairPrice Group said that the campaign was developed at a time where Singapore is facing its highest rate of inflation in 14 years. “Our love letter to all in Singapore aims to assure customers that through economic highs and lows, good times and tough ones; FPG will remain focused on moderating the cost of living by setting the benchmark for prices of daily staples, so as to keep food and essentials within reach and readily available. The word ‘always’ in ‘Always, FairPrice’ represents that long term commitment,” he added.

In 2022, FPG’s value programmes for customers provided savings of $11.5 million. These discounts at FairPrice supermarkets continue into 2023: 

• Monday and Wednesday – Pioneer Generation (PG) – 3 per cent off
• Tuesday – Seniors aged 60 years old and above – 2 per cent off
• Wednesday – Merdeka Generation (MG) and PG – 3 per cent off
• Thursday – CHAS Blue – 3 per cent off 

Beyond being a grocery retailer that provides essentials for customers, FPG has also reinvented itself to meet its customers’ changing lifestyle needs and expectations. In 2019, recognising that eating out was growing in popularity among its customers, it expanded its social foot footprint by acquiring the Kopitiam chain of food courts. This was done to strengthen its ability to provide affordable cooked food, thereby furthering its social mission of moderating the cost of living. 

In addition, under the FPG umbrella, it now has pharmacies, Singapore’s largest coalition rewards programme (NTUC Link) and Grocery Logistics Singapore (GLS), a logistics and supply chain solutions provider to the fast moving consumer goods segment. 

With its eye on shaping the future of retail, FPG has also invested in its omni-channel capabilities to provide customers with more convenience and hyper-personalised offers and discounts for everything food – from grocery shopping to paying for meals at its kopitiams. The popular FairPrice Group app is now used by more than 1 million customers every month. 

“From the day we were founded, our mission has been unchanging: to moderate the cost of living and make every day a little better. FairPrice Group has journeyed with our customers and in many ways, our story mirrors that of Singapore’s economic progress. We have risen to the challenge in delivering consistent quality and convenience for our customers, not just through groceries and food services, but also stayed relevant through strategic digital transformation. Our 50th anniversary campaign embodies that spirit of assurance. ” Alvin added.

With its FPG50 celebrations, the public can look forward to the launch of a nationwide ‘behind-the-scenes’ video quiz series which features real life stories of frontliners working around the clock to deliver daily essentials to all in Singapore. The public can view the series at the FPG50 anniversary microsite- fairpricegroup.com.sg/fpg50 starting from Monday, 15 May 2023 with new episodes released weekly through to 17 July, tied to an online challenge with up to $50,000 worth of FairPrice eVouchers to be won.

In addition, the FPG50 brand campaign’s creative direction features re-created miniatures of FairPrice Group employees visually representing every little effort that the FairPrice takes to ensure that it stays true to the promise of safeguarding the way of life, where essential products such as eggs take centre stage. Campaign visuals can be viewed at  fairpricegroup.com.sg/fpg50. 

In the spirit of giving back to society as one ‘Fairmily’, FairPrice Group will be organising a Day of Service to remember and honour the wider community. For the month of May, Union members can also enjoy 50cents kopi and teh at all Kopitiam outlets. In the coming months, FPG will also be announcing additional promotions and discounts to be made available across its retail network as well as on the FPG app.