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