NTUC FAIRPRICE
FairPrice Food Waste Reduction Campaign
BACKGROUND & KEY CHALLENGE
FairPrice's 120+ outlets generated 0.3% of Singapore’s food waste, mainly from fruits and vegetables. Contributing factors include unsold flawed produce, trimming during packaging, transport and storage damage, and customer mishandling, highlighting the challenges of reducing waste in the supermarket industry.
STRATEGIC INSIGHT & SOLUTION
Research revealed that FairPrice shoppers weren’t moved by appeals to the greater good in reducing food waste. Instead, the campaign featured lovable fruit and vegetable caricatures, using their voices to promote empathy and education. Two campaigns emerged: Great Taste. Less Waste, highlighting the value of blemished products, and Ouch! Keep Us in Shape and Place, encouraging gentler handling of fruits and vegetables.

CHANNELS USED
Instore display communicates direct to shoppers.


Short social media videos were produced to raise awareness, complemented by a digital pledge campaign for food waste fighters and an Instagram UGC contest to boost engagement and amplify the message.






RESULT
Food waste was reduced by nearly 40% the year after the campaign launched. NTUC FairPrice has since chosen to extend the campaign period and apply the campaign to more outlets islandwide.