FAIRPRICE PLAYFULLY HIGHLIGHTS EVERYDAY MOMENTS FOR CHINESE NEW YEAR CAMPAIGN 2026

FairPrice Group’s Chinese New Year 2026 campaign shifts focus from spectacle to the everyday rituals that define the season. With three playful films directed by Tariq Mansor and created with TBWA\Singapore, the campaign celebrates family, presence, and the joy found in small, familiar traditions that carry deep meaning.  

In a season often defined by grandeur, spectacle, and the rush of festive preparations, FairPrice Group has chosen to take a different path for Chinese New Year 2026. The retailer’s latest campaign, developed in collaboration with TBWA\Group Singapore and brought to life by director Tariq Mansor, highlights the everyday moments that quietly shape the celebration. Through a trio of playful films, FairPrice invites audiences to rediscover the understated rituals and gestures that make the season meaningful, reminding families that joy often lies in the ordinary.

The campaign’s creative direction is rooted in a philosophy that Chinese New Year is not only about the fireworks, feasts, or elaborate decorations, but about the small acts of togetherness that carry emotional weight. Yong Ping Loo Ping, Executive Creative Director at TBWA\Singapore, explained the thinking behind the films: “Chinese New Year is shaped by small, familiar rituals that carry a lot of meaning. We wanted to tell stories rooted in everyday life, where celebration comes from having the space to be present.” This emphasis on presence, rather than performance, marks a deliberate shift in tone for a festival that has increasingly been associated with spectacle.

The films themselves are lighthearted yet poignant, capturing moments that resonate across households. Whether it is the playful banter between siblings, the quiet satisfaction of preparing a simple dish, or the shared laughter over a family game, the campaign underscores that these seemingly ordinary experiences are the true anchors of the season. By focusing on such vignettes, FairPrice positions itself not just as a retailer providing festive essentials, but as a brand that understands the emotional fabric of family life.

Alison Ee, Director and Business Marketing Head for FairPrice, elaborated on the campaign’s resonance with everyday realities: “Every day, families are doing their best to balance work, responsibilities, and time with the people they love. During Chinese New Year, that effort becomes even more pronounced.” Her words reflect the dual pressures of modern life—where professional obligations and household duties often compete with the desire to spend quality time with loved ones. The films acknowledge this tension, but rather than dramatizing it, they celebrate the small victories of carving out moments of connection.

The collaboration with TBWA\Singapore and Tariq Mansor has been instrumental in shaping the campaign’s tone. Mansor’s direction brings a playful sensibility to the films, ensuring that while the message is heartfelt, the delivery remains accessible and engaging. The humor woven into the narratives prevents them from becoming overly sentimental, striking a balance that mirrors the lived experience of families during the festive season. TBWA’s creative approach, meanwhile, ensures that the campaign resonates across diverse audiences, tapping into universal themes of family, presence, and joy.

FairPrice’s decision to spotlight everyday rituals also reflects broader cultural shifts. In recent years, there has been growing recognition that celebrations need not be extravagant to be meaningful. The pandemic years, in particular, underscored the importance of intimacy and presence, as families found themselves cherishing small gatherings and simple meals. By aligning its campaign with this sensibility, FairPrice demonstrates cultural awareness and positions itself as a brand attuned to the evolving values of its customers.