Shopper Marketing: An Eco-System to Shop Healthy

September 10, 2015

Over the last three years, the Health Promotion Board (HPB) has gone beyond conventional advertising to create a commercial eco-system to eat, shop and live healthy. From McDonald’s to the neighbourhood coffee-shops to the school canteens.

In this recently launched campaign, we set out to transform supermarts to make healthy shopping fun, rewarding and a lifestyle treat.

We turned supermarts into holiday marts.

Supermarts were encouraged to stage and offer their ‘favourite holiday destinations’ – from Japan to Taiwan to Thailand to China – as giveaways under the HPB programme, “Shop Healthy. Get more from Life”.

With family holidays, cooking classes and shopping vouchers across the four popular supermarket chains in Singapore, including roving kitchens in some outlets, we turned healthy shopping into a rewarding choice extravaganza.

We turned supermarts into holiday marts.

Supermarts were encouraged to stage and offer their ‘favourite holiday destinations’ – from Japan to Taiwan to Thailand to China – as giveaways under the HPB programme, “Shop Healthy. Get more from Life”.

With family holidays, cooking classes and shopping vouchers across the four popular supermarket chains in Singapore, including roving kitchens in some outlets, we turned healthy shopping into a rewarding choice extravaganza.

The four supermarkets – Fairprice, Cold Storage, Sheng Siong and Prime dressed up 235 outlets island-wide in holiday style, with collaterals featuring local celebrity, Irene Ang. Ad walkers in various cultural costumes added to the fanfare.

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Starting at the heartlands of Ang Mo Kio, the campaign was a big hit. The fanfare helped raise the talkability and photo opps on social media. The press ad, featuring Irene Ang, has also been awarded SPH Ad of the month in July since being published.

Judging by the thousands of entries that came pouring in during the first week of campaign – all requiring proof of purchase for ‘healthier options’ – it looks like shopping healthy feels like a holiday spree.

Now, that’s shopper marketing!

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