TBWA Wins Strategic & Creative Mandate for NTUC Enterprise and NTUC FairPrice

TBWA\Group Singapore has announced that the agency has been appointed as the strategic branding and creative partner for both NTUC Enterprise Co-operative Limited (“NTUC Enterprise”) and NTUC FairPrice Co-Operative (“NTUC FairPrice”).

NTUC Enterprise was set up in July 2012 by the Labour Movement and is the holding cooperative of NTUC Social Enterprises such as NTUC FairPrice, NTUC Food Fare, NTUC Income, NTUC Health, NTUC First Campus, NTUC Learning Hub and NTUC Link. The NTUC Social Enterprises’ aim is to enable people in Singapore to live better and more meaningful lives through their work, which covers four major areas: daily essentials and cooked food, insurance, health and education.

NTUC FairPrice is Singapore’s largest supermarket chain with a social mission to moderate the cost of living in Singapore. A co-operative of the National Trades Union Congress (NTUC), it has a network of 290 outlets serving the varied needs and interests of people from all walks of life.

“I look forward to working closely with TBWA to build the NTUC Social Enterprises’ brand proposition, and promote our cause of doing good to benefit people in Singapore,” said Lynette Ang, chief brand and communications officer of NTUC Enterprise.

“I am confident that this partnership with TBWA, which will run in tandem with the partnership with NTUC FairPrice, will greatly enhance our social enterprises’ reputation of caring for the people we serve, to meet their needs in every stage of their life cycle.”

Christina Lim, director, brand and marketing for NTUC FairPrice added, “NTUC FairPrice remains connected and relevant to our customers by evolving to meet their changing needs while staying committed to our social mission. We’re constantly innovating and discovering new ways to connect with our customers.”

“We’re very pleased to partner TBWA to further enhance our outreach and strategic communication efforts in creating a greater social impact for Singapore, especially in an increasingly segmented market. TBWA’s global experience and extensive suite of capabilities will help complement FairPrice’s vision of being a world-class retailer with a heart.”

“NTUC Enterprise and NTUC FairPrice play such a key role in the lives of Singaporeans,” said Ara Hampartsoumian, managing director of TBWA\Group Singapore.

“We’re honoured to be working with these two iconic Singaporean brands with their dedication to social purpose as they continue to meet the needs of working families in the country.”