FairPrice Group wins at Retail Asia Awards 2026 for festive campaign

The company simplified festive preparations for heartland shoppers whilst driving significant sales growth during the competitive Chinese New Year period.

FairPrice Group won Integrated Campaign of the Year - Singapore in the Retail Asia Awards 2026. The company secured the win for its Every Celebration Made A Little Better campaign, which focused on the small details that matter most to shoppers during the festive season.

The campaign addressed the high-pressure retail journey families face during Chinese New Year, specifically targeting the mental load of planning, budget concerns, and the pressure to host well. By reframing value as the ability to remove everyday micro-stresses, the company positioned itself as a trusted partner that helps celebrations flow better.

FairPrice Group utilised Mandarin-first messaging to connect authentically with heartland shoppers. The strategy came to life through three films that depicted familiar festive behaviours, such as bonding over home deliveries and hosting restaurant-quality hotpot meals at home. These stories highlighted how the company takes care of the details behind the scenes, allowing customers to focus on moments of joy.

The initiative reached customers through a holistic omni-channel approach, including digital platforms, social media, and out-of-home placements on bus shelters and HDB lobby screens. On its own social channels, the company shared practical solutions to common festive problems, whilst paid ads supported sales conversions.

In-store executions further supported the campaign through live seafood promotions and the Freshest Pork in Singapore initiative. To ease the seasonal spend for customers, the company froze prices on fresh essentials, ensuring they remained lower than rising prices at traditional wet markets.

These efforts delivered strong commercial results, with sales increasing by 24% compared to the previous year. Transactions also rose by 31% amidst the crowded retail landscape. Customer satisfaction improved significantly, with the Net Promoter Score rising by 8 points between January and February 2026.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].