FairPrice Group, the cooperative that runs Singapore’s largest supermarket retail chain and cooked food centers, has appointed global marketing agency Lewis, to be its agency partner for public relations.
FairPrice Group is an organization that brings together four social enterprises – namely NTUC FairPrice, NTUC Foodfare, and Kopitiam, as well as NTUC Link.
Through the partnership, Lewis will be responsible for providing brand, communications, issues consultancy, and media relations, as well as content creation, and issues monitoring.
In addition, the agency will also be working alongside the group’s corporate communications team to bring the cooperative’s vision to life and strengthen the brand’s relationship with the community as consumer needs evolve.
FairPrice Group’s Director of Corporate Communications Jonas Kor shared that the formation of the group has provided an opportunity to develop a holistic approach to cater to the evolving food needs of consumers.
“During the pitch process, the Lewis team demonstrated a deep understanding of our brand and the areas where we are keen to strengthen. Since working together in April, the agency has developed and implemented creative communication and media strategies that are designed to serve the Group’s unique services and proposition,” said Kor.
Pamela Tor Das, the managing director at Lewis Singapore, commented that they are excited to have the opportunity to share its story with the people of Singapore and look forward to working closely with the FairPrice Group team.
“The demand for brands today goes beyond delivering great services or products. We’re living in a time where brands increasingly need to act with purpose and meaning – traits that FairPrice Group embodies. It’s a brand that touches many of our lives with a clear vision that is fuelling its growth,” said Das.