FairPrice Group has launched FPG ADvantage, Singapore’s largest omnichannel retail media network, designed to connect brands with consumers across the nation. This new initiative leverages FairPrice Group’s extensive network of 570 touchpoints, including FairPrice supermarkets, Cheers convenience stores, Unity pharmacies, and Kopitiam food courts, to engage customers where they shop, dine, and live.
FPG ADvantage offers brands access to 1.7 million customers using the FPG app and over two million members of Link Rewards, Singapore’s largest loyalty programme. The network includes more than 1,000 digital screens, in-store radio, AI-enabled smart carts, and app-based interactions, facilitating over one million customer engagements daily.
The platform provides consumer-goods brands with insights into their digital media investments through strategic partnerships with industry leaders like Meta and The Trade Desk. This enables brands to connect digital campaigns directly to sales, allowing for quick strategy refinement and ensuring measurable sales outcomes.
Since early 2025, FPG ADvantage has delivered significant results for partners such as the Health Promotion Board, Singtel, and Nestlé Milo. Notably, Nestlé achieved a 42x return on ad spend and a 30% sales uplift across channels.
Vipul Chawla, Group CEO of FairPrice Group, highlighted the platform’s ability to offer brands a trusted advertising solution built on insights from Singapore’s largest retailer. The launch underscores FairPrice Group’s commitment to evolving the retail landscape in Asia, aiming to create meaningful connections and enhance everyday life for Singaporeans.
