Why NTUC FairPrice is embracing digital

Food for Life TV was launched in mid-September and features food and cookery content. Some of the original content includes shows such as Video Cook Book, Cook School, Foodie Profiles, Wine Guides and Domestic Goddess. There will also be other content sourced from around the world. 

"As a progressive retailer, we recognize the importance of catering to the changing needs of our shoppers," Christina Lim, brand and marketing director, NTUC FairPrice, told Campaign Asia-Pacific in an email interview.  

The retailer’s rationale was simple. With the advancement of digital technology and increasing pervasiveness of social media, consumers today are constantly connected, engaged, creating and sharing content.

According to Lim, the days of broadcasted interruptive advertising are quickly fading away. Cyclical campaigns no longer work in today’s world on being “always-on”.  "Consumers want content and information that is contextual and interactive rather than traditional advertising, which is passive," she said. TV ad campaigns are short-lived and not sustainable for prolonged engagement and are expensive endeavours. "It is paramount that we are able then to provide omni-channel on-demand content to ensure we keep our customers interested and engaged at all times, anytime and anywhere," Lim added. 

As such, content marketing across multiple channels has become increasingly important to increase brand equity. FairPrice's content marketing intiatives date back to 2010, when it launched What's Up at FairPrice, an online portal, which features useful product information, wine notes, food selection and preparation tips, and recipes. FairPrice has launched mobile applications including My FairPrice App to help shoppers plan their shopping and provide promotional information. The FairPrice Winn App helps consumers pair wines available at stores with food. It even launched blogs dedicated to fine food and mothers. 

In 2010, FairPrice made its entry into reality TV with 'FairPrice Family Cook-off' broadcasted across mutliple platforms including mobile, online and TV. The latest initative with Food For Life TV is an extension of its content marketing intiatives. "With Food for Life TV, we are able to build up a substantial depository of video contents which can be used to value-add to customers, provide useful product tips to build trust and confidence among the consumers," Lim pointed out. 

The transmedia content distribution mode for the channel also allows the retailer to interact with consumers acorss channels in real time. 

FairPrice is collaborating with Brand New Media, a content production for the locally produced content as well as sourcing licensed content externally. The channel’s content mix is decided in consultation with Fairprice.Brand New Media also partnered with FairPrice for the two seasons of the FairPrice Family Cook-Off Reality Show.