Market: Singapore

Category: Supermarket

Roles/tools: Brand strategy, creative briefing and concepting, research design

Singapore's leading supermarket wanted to reframe its offer and reestablish its credentials as a value leader. We worked with them to find a territory and a new tagline that they could own, validating it in research, and presenting to the executive board to get buy in to the new line and brand campaign.

The campaign shifted brand perceptions, drove an increase in market share and was awarded at the Marketing Excellence Awards, and the Singapore Media and Marketing Awards.