Celebrating SG50 with FairPrice
In 2015, Singapore celebrated 50 years of independence. As a popular homegrown supermarket, and something of a ‘local hero’, FairPrice wanted to join in the celebrations. But instead of talking about ourselves, we turned the spotlight around – inviting everyday people to celebrate the heroes in their own lives. We launched with a series of films featuring iconic Singaporeans, and then reached out to the public, gathering almost 6,000 heartfelt stories via radio, in-store and online.