Rebranding and new brand success garners accolades for NTUC FairPrice Co-operative

The company won two awards at the 2022 FMCG Asia Awards.

Singapore companies have started to recover from the numerous shocks that caused many disruptions within their local and regional markets, and NTUC FairPrice Co-operative Limited (FairPrice) has been making strides in their efforts to thrive in a new normal market by rebranding FairPrice Housebrand and releasing Delicato, a meat and delicatessen brand. These efforts have won them the Home Brand of the Year - Singapore Award and Product Launch of the Year - Singapore Award at the 2022 FMCG Asia Awards, respectively.

The awards programme recognises key players and revolutionary innovations and approaches from FMCG companies that have brought intangible benefits to their operations.

FairPrice Housebrand

Ever since 2019, FairPrice has engaged in efforts to revamp its Housebrand in order to improve actual product quality and perceptions across its product range, with new products being launched to cater to the evolving and changing needs of Singapore consumers.

FairPrice developed the “Enjoy More Quality for Less” marketing campaign back in 2020 in order to demonstrate the brand’s ability to provide quality products that can compete with leading branded products but at prices that are significantly lower by 10-20%. 

Another campaign that the company has launched is the “Tested and Loved” campaign that started in 2021 and aims to showcase great ratings and reviews from consumers who have purchased FairPrice Housebrand products as a form of genuine and credible “social proof” of the products’ qualities and reliability.

With concerns about the rising costs of living dominating conversations in 2022, FairPrice Housebrand introduced the claim that “9 in 10 Singaporeans agree that FairPrice Housebrand provides good value for money” in order to further establish the brand’s quality and affordability.

FairPrice Housebrand has also increased its brand equity index (BEI), as increasing media interest positions it as the strongest amongst its competitors in the Singaporean market.

Delicato meats and delicatessen

Customer behaviour in Singapore has seen a growing interest in fine quality meats and deli offerings, as retail packaged goods of a mass-premium delicatessen in Singapore have garnered $8m annually.

However, mass-premium-quality meat products such as pork sausage can cost more than double the price of regular ones, prompting many customers to purchase them only during festive occasions such as Christmas or other holidays when they are more than willing to spend more on meats and deli products.

Delicato was launched as an offering of a range of meat and delicatessen products aimed at providing consumers with fine-quality meats and deli offerings at competitive prices. Its featured product is the pork cooked sausage, priced at only $8.95 per pack, which puts it 15-20% lower than other national brands, positioning it to be more accessible to customers who are cost-conscious.

With the launch of Delicato, the brand grew its market share in the mass-premium retail packaged segment at FairPrice to almost 20%. In terms of the mass-premium retail packaged sausages in supermarkets, Delicato expanded the category by almost 20%.

In order to achieve such numbers, Delicato launched the product in September, taking advantage of the Oktobeerfest which drives up demand for both alcohol and delicatessen. Press advertising and social media marketing were leveraged in order to expose the brand to a larger audience, gaining brand recognition even before customers reach grocery stores.

Within supermarkets, Delicato established chillers at relevant hotspots in the store and prominent POSMs, as well as distributing free samples to capture customers with their meat quality. FairPrice also designed trial vouchers to encourage more consumers to try Delicato products.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].