Turning foreigners into friends
Finest Festival is an annual event by FairPrice Finest celebrating its anniversary. During this period, FairPrice Finest usually takes the opportunity to draw attention to its wide selection of international products.
In 2013, we started an Open Table Project to encourage people from different walks of life and cultural backgrounds to meet and interact in a comfortable setting. Expatriates living and working in Singapore were invited to share their culture with locals through a home-cooked meal, using ingredients from FairPrice Finest.
Background
Due to its multi-ethnic population, Singapore has a vibrant food culture. Many Singaporeans declare that they live to eat rather than the other way around.
In recent years, the country has been undergoing some anti-foreigner sentiments, with several global publications even reporting on a perceived rise in xenophobia among locals.
Our Idea
We invited foreigners living in Singapore to share their culture with locals in the one way that never fails: a home-cooked meal.
Using ingredients supplied by FairPrice Finest, expats sent out video invitations, which were uploaded onto FairPrice Finest’s microsite and shared through social media. A new dinner invitation went out every week that anyone who was interested could respond to. The dinners were then filmed and uploaded online to show the outcome of each invitation.
First dinner invitation & dinner event: Dana and Stefan (Germany)
Second dinner: Olivier (France)
The third dinner was an Italian home-cooked meal by three friends, Alessia, Antonio and Vincenzo.
The campaign concluded with the fourth and final get-together: a Japanese meal by young teacher Ayumi.
Results
1.33 million views online
725% increase in website visits
Value of earned media surpassed budget by 22 times
Awards
Creative Business Idea Awards 2014 (Bronze)
Credits
Chief Creative Officer
Victor Ng
Associate Creative Director
Kelvin Lim
Art Director
Jeanie Lee
Copywriter
Stefanie Conceicao
Project Management
Dawn Choong
Video Editing
Farizal Akramhan and Farhan Darma
Production Houses
Surround and Abundant Productions
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