Insight
Singaporeans love visiting Australia.
Amongst Singaporeans, the country is most highly associated to world class nature and wildlife, as well as good food and wine.
Australia’s cafe culture is also flourishing because it is uniquely intertwined with leisure and a laidback lifestyle.
The Ask:
Coles has been in Fairprice since April, selling beyond expectations with nearly zero marketing just by taking over TESCO’s designated bays. The task is to accelerate Coles private label sales at NTUC FairPrice with marketing magic.
The Big Idea:
Opportunity
Could we…
Tap into the love and memories Singaporeans have for Australia and its lifestyle to elevate coles as a mass-premium brand?
Creative Directors
Luis Princep Fabra, Louis Ang
Art Directors
Zoey Siew, WanWen Tan, Harry Nguyen
Senior Copywriter
ShiWei Tan