The Brief

When the FairPrice Group turned 50, we were tasked to tell its improbable success story; celebrate the people, products, and places behind its success; and reveal the tensions and struggles faced as it balances profit with purpose. Some say FairPrice is going atas, but we say this retailer has always had a heart.

The Work

We brought two books to print within six months: It Takes a Great Deal: A Catalogue of FairPrice Stories and The Price of Being Fair: The FairPrice Group Story. The former encapsulates the transformation of the food enterprise through 50 stories that mark significant milestones in its journey, while the latter traces its remarkable rise to the top in a cut-throat retail industry (and was sold commercially in major bookstores, too!).

The Results

The Price of Being Fair was on The Straits Times Bestsellers list (non-fiction) for 10 consecutive weeks, edging out strong competitors. We also landed wide coverage of the book in mainstream media including CNA’s Singapore Tonight, The Straits Times, and Lianhe Zaobao. But the cherry on top was winning first prize for the English (Adult) category at the Popular Readers’ Choice Awards 2023!

Project Gallery