As FairPrice Finest prides itself on being a brand that embodies life’s experiences, and providing an all-round experience for its customers that goes beyond the context of a supermarket, it uses the annual Finest Festival to bring people together, whether through an amassed collection of photographs depicting people’s finest moments, or in-store events.

Supported by online media, we created a real platform on the ground to bring foreigners and locals in Singapore together, and let them share an experience through the simple act of eating together—and ultimately, sharing their stories, time and lives with each other.

The campaign garnered 1.33 million views across various online platforms, reaching out to approximately 1 in every 4 people in Singapore. It also increased traffic to FairPrice Finest’s microsite by 725%, with the value of earned media surpassing its own budget by 12 times.