Award: CAMPAIGN CATEGORIES \ C13. Best Engaging Event

Fairprice Group – Made-in-Singapore 2025: Farm to Table, Heart to Home brought our purpose of making every day a little better to life by transforming a fully operational hypermarket into Singapore’s first live in-store Local Farmers’ Market.

FairPrice Group closed the gap between producer and shopper, turning passive support into active purchase. Real farmers hosted conversations. Children role-played as growers. Families engaged, tasted, learned and bought.

This was not a promotional layer added onto retail, but a behavioural intervention designed at the precise moment of choice. Designed to be easy on the experience, the event made supporting local produce accessible. The impact was immediate and sustained: +320% uplift during activation, +44% post-campaign growth, and 28.1% new-to-category buyers acquired through integrated digital engagement.

MIS 2025 demonstrated that everyday grocery retail can become a powerful national platform, delivering emotional connection, measurable conversion and lasting commercial results within a live store environment.