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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re talking about Singapore-based grocery giant NTUC FairPrice’s Christmas campaign.

FairPrice has launched its Christmas campaign based around five characters and their journey to creating a Christmas meal. 

Tapping on influencers from YouTube channel Wah!Banana, each of the five characters are based a Christmas shopping archetype.

There is ‘The Merry Maker’, an organiser, ‘The Classic Buddy’ who loves Christmas food, ‘The Easygoing Pal’ nonplussed about celebrating Christmas, ‘The Super Local’ who loves local food and ‘The Trends Guru’ tuned to the latest trends.

Lynn Chong, deputy director for channel marketing for FairPrice’s retail business, noted that shopping for Christmas dinner is one of the highlights of the festive season and as such it was the perfect moment to showcase all the services that FairPrice has to offer. 

“This redefines the supermarket experience and also demonstrates our unrelenting commitment to innovation and customer-centricity,” she says.

The campaign, created by Havas and Iris, has also created Instagram filters, Spotify playlists and quizzes to allow viewers to find out which character they belong to.

“The Christmas period is one of the busiest times of the year for a supermarket and to cut through the noise we were keen showcase FairPrice’s diverse offering in a quintessentially local and entertaining manner that would resonate with shoppers,” adds Angela Lee,  associate director and account lead for FairPrice.

“The launch film is indeed striking a fun chord with consumers, going by rising views, and we hope it continues to bring smiles to end a rather tough year.”