Why is this work relevant for Direct?

We created a new way to directly market our wide array of groceries sourced globally to Singaporeans suffering from wanderlust due to tourism being put on hold indefinitely.

Background

FairPrice Finest is the premium branch of FairPrice, Singapore’s biggest supermarket. Housing a selection of up-market and international products, it first launched in 2007. Consequently Finest is still playing catch up to competitor Cold Storage, who for decades, were the destination of choice for shoppers seeking upscale products. Traditionally communication in the upmarket grocery category had centred around individual products and promotions, delivered through “International Fairs.” But with the onset of a global pandemic and lockdown, there was an evolution in the role of supermarkets like FairPrice. They became more than a place to pick up essentials, but a provider of “Eater-tainment” for people stuck at home and using cooking as a way to pass lockdown hours more enjoyably. On the back of the shift, could FairPrice Finest steal a march on Cold Storage by tapping into this new consumer desire for supermarkets to become a provider of experience ?

Describe the creative idea (30% of vote)

By forming an unlikely partnership between Team FairPrice Finest and chef/in-flight menu catering manager of Singapore Airlines, we created a new service that turns food shots captured from past travels into bespoke grocery lists. These bespoke lists generated from wistful food travel memories were then re-shared with entrants to inspire self-creation while being landlocked. After all, when life gives you lemons, you learn to make lemon meringue.

Describe the strategy (20% of vote)

We were inspired by a lockdown behaviour we observed on social media, where Singaporeans were posting photos reminiscing about old holidays. In a survey by Expedia on vacation deprivation, 79% of respondents said that they have tapped into their vacation memories to relax when they’re feeling stressed. We noticed that a large proportion of the photos being shared featured food moments. And no wonder, according to a survey by Hotels.com, 87% of Singaporean millennials said that food was the biggest deciding factor when deciding where to go. At a time when Singaporeans were landlocked we saw an opportunity to re-position FairPrice Finest’s of high end intentional selection as a way to explore the world without leaving the country. So quite literally, feed the vacation state of mind. .

Describe the execution (20% of vote)

13 Aug - We first released our call for entry content on social and in-stores that further romanced and stoked wanderlust. It featured "Sobremesa" - the Spanish tradition that involves spending time relaxing after a hearty meal, "Lagom" - the Swedish spirit of enjoyment with just the right amount, and "Natsukashi" - the Japanese gratitude for past pleasures. For extra incentive - each entrant stood the chance to win store vouchers and their dish recreated by 3 Embers restaurant. 9 Sep - Food memories shared by public is fed to a team made up of the merchandising department of FairPrice Finest led by the General Manager and the chef/in-flight catering manager of Singapore Airlines. 15 Oct - Bespoke grocery list from each submission is created and re-shared directly. For some of the most riveting entries, bespoke grocery packs were delivered as a surprise for further engagement socially.

List the results (30% of vote)

By creating a new way to directly engage with travel-starved Singaporeans, sales is the most compelling and indicative result of our campaign. Over the campaign period, while the volume of transactions vs 2019 has gone down by 16.11%, the value of transactions has increased with a sales increase of 16.78%. It demonstrates an exponential increase of new products (out of the norm) being added to the basket. For reference of effectiveness in the push for internationally sourced ingredients, products like Wagyu Steak increased in sales by 47%* and Cheese increased in sales by 176%*. *in comparison with sales data two months before campaign