Bringing Solutions to Life

Goal & Objective

Chinese New Year is one of Singapore’s most competitive retail periods, particularly within the Beer, Wine and Spirits (BWS) category where festive gatherings, gifting and celebrations drive heightened consumption. Against this backdrop, Tiger Beer partnered with FairPrice Group to move beyond traditional promotion-led marketing and create a more connected omnichannel experience that could drive measurable business impact.

Leveraging FPG ADvantage, FairPrice Group’s omnichannel retail media network, the campaign aimed to drive online sales growth, increase market share, acquire new-to-brand shoppers and sustain visibility across the festive shopping journey.

Challenge

The challenge was not simply about visibility, but about staying relevant across fragmented shopper behaviours. Chinese New Year shoppers no longer followed a linear purchase journey¹. Instead, they moved fluidly between in-store browsing, app discovery, digital engagement and promotional triggers before making a purchase decision².

At the same time, the BWS category was saturated with aggressive promotions and intense media competition, making it increasingly difficult for brands to differentiate beyond price. Larger competitors were heavily investing across both physical and digital channels, creating significant festive clutter.

For Tiger, success required more than isolated activations. The brand needed to remain consistently present across multiple touchpoints and moments of influence to convert festive intent into measurable sales growth.

Solution

Built around the insight that conversion is driven by cumulative exposure rather than a single touchpoint, FairPrice Group delivered a fully integrated omnichannel campaign through FPG ADvantage.

Anchored around the festive platform “Huat with Tiger”, the campaign connected physical retail, digital engagement and CRM channels into one seamless ecosystem. Retail OOH (rOOH) screens across FairPrice stores captured shoppers during high-traffic festive grocery runs, while FairPrice Group app banners engaged high-intent users browsing festive essentials and BWS categories.

Push Notification System (PNS) placements and EDMs reinforced timely reminders and festive offers, while audience extension through The Trade Desk maintained visibility beyond owned channels. Personalised vouchers and retargeting mechanics were then layered in to convert high-intent shoppers at key decision-making moments.

Rather than operating independently, every touchpoint was strategically sequenced to reinforce the next. A shopper exposed to Tiger in-store could later encounter the brand again on the FairPrice app, receive a CRM reminder and ultimately convert through a targeted voucher – creating a connected and consistent festive shopping journey.

Results

The integrated omnichannel strategy delivered strong performance across awareness, acquisition, conversion and market leadership. By connecting touchpoints across physical retail, digital engagement and CRM channels, Tiger was able to maintain sustained visibility throughout the festive shopping journey and convert intent more effectively in a highly competitive environment.

Key results included:

• 206% uplift in online sales compared to the previous Chinese New Year period
• Outperformed the closest competitor by 30%, securing 48% category share within the BWS category during the campaign period
• 56% new-to-brand users acquired during the campaign, demonstrating strong incremental growth beyond existing buyers
• Over 737,500 unique users reached, representing more than 40% of FairPrice Group’s digitally connected audience

Beyond immediate festive sales, the campaign demonstrated how a connected retail media ecosystem could outperform traditional promotion-led approaches. By aligning in-store visibility, digital engagement, audience extension and conversion tactics into one seamless journey, Tiger successfully cut through festive clutter and transformed omnichannel presence into measurable business growth.

Key Takeaways

“Huat with Tiger” demonstrated that in today’s fragmented retail environment, omnichannel orchestration is a competitive advantage. By leveraging FairPrice Group’s ecosystem of physical and digital touchpoints through FPG ADvantage, Tiger successfully transformed festive demand into measurable business growth.

The campaign proved that sustained visibility across connected shopper moments drives stronger recall, engagement and conversion than isolated promotional tactics alone – reinforcing the power of retail media as a full-funnel growth engine.

Sources

1. McKinsey & Company, How to Capture What the Customer Wants, 2019.
2. Deloitte, Consumer Preferences Embrace a Mix of Physical and Digital Shopping, 2022. 

Goal & Objective

FairPrice Group (FPG) and the Health Promotion Board (HPB) partnered with a shared objective: to encourage the adoption of Healthier Choice Symbol (HCS) lower-sodium products without compromising convenience, taste or accessibility. The collaboration focused on making HCS lower-sodium options more visible and intuitive within everyday grocery shopping journeys, helping shoppers make better decisions without requiring significant changes to existing shopping habits.

Challenge

Despite growing awareness of the health risks associated with high sodium consumption, grocery decisions continue to be influenced largely by habit, convenience and product visibility. This is particularly true in categories such as condiments and seasonings, where familiar products often take precedence over healthier alternatives. Recent research has also shown that sodium and saturated fat are among the top three ingredients of concern for shoppers, second only to sugar.¹ Yet despite this awareness, lower-sodium products are not always prioritised at the point of purchase.

Solution

By redesigning the grocery journey around real shopper behaviour, FPG and HPB embedded lower-sodium choices naturally across everyday retail touchpoints, making healthier options easier to notice, access and act on.

• Leveraged FPG ADvantage, FairPrice Group’s omnichannel retail media network, with more than 570 touchpoints across supermarkets, digital platforms and in-store media to reach shoppers throughout the grocery journey.
• Surfaced HCS lower-sodium products through app banners, sponsored search placements, digital labels and personalised prompts before shoppers entered stores.
• Reinforced HCS lower-sodium choices in-store through shelf fins, digital screens, gondola-end displays and activation spaces at key decision moments.
• Used personalised Scan-at-Entry vouchers and gamification to encourage trial, repeat engagement and healthier product adoption.

Results

The partnership delivered meaningful shifts in shopper behaviour, driving stronger engagement, greater HCS lower-sodium adoption, and clearer purchase intent across the customer journey.

It encouraged both new and returning shoppers to engage with healthier options, while sustained omnichannel exposure reinforced healthier choices at the point of purchase.

The campaign drove strong uplift in new and reactivated shoppers, showing its ability to encourage trial and re-engagement. It also achieved significantly higher voucher redemption, demonstrating stronger response and purchase intent, while increased HCS lower-sodium transaction penetration reflected stronger adoption of healthier choices.

Higher gameplay engagement further reinforced the campaign’s effectiveness, with shoppers returning to interact multiple times throughout the campaign period.

Key Takeaways

The collaboration demonstrated that meaningful behaviour change is more likely when HCS lower-sodium options are embedded naturally within existing shopping habits. By integrating lower-sodium cues across digital, physical and personalised retail touchpoints, FPG and HPB created a scalable model for encouraging healthier choices while maintaining relevance, convenience and trust throughout the shopping journey.

To find out more about HPB’s campaign, please visit https://www.healthhub.sg/programmes/nutrition-hub/eat-less

Sources

1. Channel News Asia: “Nutrition labels for salt, saturated fat on selected food products to kick in mid-2027.”