Award: CAMPAIGN CATEGORIES \ C30. Best Public Awareness/Education Event

Fairprice Group – Made-in-Singapore 2025: Farm to Table, Heart to Home transformed a supermarket into a national classroom at a time when food resilience is a public priority in Singapore.

Rather than relying on static messaging, FairPrice Group created live, accessible learning platforms where farmers educated shoppers directly inside their everyday grocery journey.

As a retailer committed to keeping essentials accessible, FairPrice Group extended that commitment to include knowledge and confidence at the point of purchase. Through candid Q&A with local farmers, engaging cooking demonstrations and the Lil’ Cuddle Farm & Kitchen play-theatre experience, complex agricultural systems were translated into tangible, family-friendly learning moments. Education was interactive, personal and culturally relevant.

The impact moved beyond awareness. Singapore produce sales rose 320% during activation and sustained 44% growth post-campaign, with 28.1% new-to-category buyers acquired. MIS 2025 proves immersive public education can shift conviction, influence daily decisions and deliver lasting societal impact.