For over five decades, our mission has been clear: to keep daily essentials within reach for all in Singapore. But what constitutes as “essential” has changed drastically. As lifestyles evolve, so do the needs of the modern consumer. Today, nutrition is not just about food - it’s about access, education and empowerment.
We wanted to better understand how we could continue to stay relevant and support our community meaningfully. That led to “A Full Plate”, a comprehensive study into Singaporeans’ attitudes and behaviours around nutrition. We looked at how economic uncertainty was influencing food choices and what strategies people were using to keep themselves and their families healthy.
The findings were stark. While most Singaporeans claimed to value healthy eating, fewer than 25% correctly identified what constitutes a balanced meal. Many relied on convenience over nutrition, especially time-starved parents trying to please picky eaters. Two main gaps were identified:
With this data, we launched a series of initiatives focused on the vulnerable, children, and young families. This included partnerships with community groups, in-store activations and education campaigns that promoted affordable healthy options. We aimed to raise awareness of nutritional basics and reinforced our purpose: to make every day a little better for all.
Through “A Full Plate”, we uncovered not just a marketing opportunity, but a responsibility to our community. And we stepped up to meet it - one full plate at a time.
Following the “A Full Plate” study, which revealed a disconnect between perceived and actual nutritional habits among Singaporeans, our marketing objective was clear: raise awareness for solutions built on these insights and reassure the nation that we will continue delivering on our mission, especially in difficult times. Our response was to develop integrated, insight-led programmes that tackled these issues.
1. Access to Fresh, Nutritious Food
To address food insecurity and nutritional gaps in vulnerable communities, we launched “A Full Plate”, Singapore’s largest food donation drive, to provide underprivileged families with essential groceries and hot meals.
To help Singaporeans cope with the impact of stubborn inflation on lower and middle-income households, we provided expanded support with the doubling of our grocery discounts to 6% for Community Health Assist Scheme (CHAS) Blue and Orange cardholders for the first 60 days of 2025, in line with Singapore’s 60th anniversary celebration.
2. Upstream Nutrition Education
Recognising that change begins with education, we launched Start Strong, Stay Strong, Singapore’s first preschool nutrition education programme promoting nutrition awareness, focused on making healthy habits engaging and relevant at a formative age. The syllabus was co-developed with education experts and supported by strategic partnerships, ensuring credibility and wide reach.
3. Emotional Resonance and Everyday Relevance
To drive home the message that we are a brand with heart, we introduced the Cheers Breakfast Club - Singapore’s first free PSLE-themed breakfast initiative. We distributed nutritious bundles worth $25 to 12,000 students, covering 30% of the national PSLE cohort across 131 Cheers and FairPrice Xpress stores.
4. Long-Term Commitment: The Protein Pledge
We made a $1 million Protein Pledge, committing to distribute $1 million worth of fresh protein to vulnerable groups by 2030 through charity partners. This long-term effort ensures continued impact, aligned with findings that highlighted the importance of protein and the challenge of consistent access among low-income households.
To bring our insight-led programmes to life, we developed a comprehensive communications strategy designed to reach Singaporeans where they are most engaged - across paid, earned, owned and shared channels. Our goal was to ensure that every message drawn from the “A Full Plate” study resonated meaningfully with the right audience segments.
Owned Media: Reinforcing Brand Values and Building Consistency
Paid Media: Capturing Attention and Driving Brand Recall
Earned Media: Building Trust and Amplifying Reach
Community Engagement: Reaching the Vulnerable
Our strategy was designed to resonate with Singaporeans regardless of age, income level or cultural background. By launching interconnected programmes that addressed nutrition, affordability and emotional relevance, we were able to connect meaningfully with our target audiences.
Across the campaign period, we saw a 6% uplift in overall positive sentiment and 4% increase in share of voice against our competitors. Our efforts generated 14.5M in total impressions, reaching 7.1M individuals.
Protein Pledge: We partnered 29 charity and community organisations and counting, to distribute fresh eggs regularly to more than 84,000 beneficiaries.
