FairPrice Group retail media: how FPG ADvantage works and how to buy FairPrice ads

FairPrice Group sells media where people eat as well as where they shop. The network spans FairPrice supermarkets, Cheers convenience stores, Unity pharmacies and Kopitiam food courts (FairPrice Group, 27 October 2025). More than 6,000 tabletop decals in food courts are an unusual surface. In a small, dense city, one group can touch a shopper at lunch, at the pharmacy and at the evening grocery run.

It was early to offsite measurement in the region. In November 2022 FairPrice Group put pseudonymised sales conversion data inside The Trade Desk, which The Trade Desk called an industry first (Marketing-Interactive, 15 November 2022). Brands could measure how open-web campaigns drove sales in FairPrice stores and online. Meta was added for social attribution by the 2025 launch.

FairPrice Group also tests in public. In December 2024 it set up the Retail Media Lab with MMA Global APAC, a programme for brands and agencies to test omnichannel campaigns, including brand metrics beyond sales (PR Newswire, 12 December 2024). In February 2026 it hired Rajiv Singh, previously country head of Grab Ads in Indonesia, to lead FPG ADvantage (Marketing-Interactive, 26 February 2026).

In-store and food courts. The network lists more than 1,000 digital screens, in-store radio in over 150 supermarkets, AI-enabled smart carts with screens and Kopitiam tabletop decals. Sponsorships are also sold: Singtel sponsored an "Omni Store" at FairPrice Finest's Store of Tomorrow in Punggol Digital District (Marketing-Interactive, 27 October 2025). The in-store retail media guide explains how such screens are counted.

Onsite and in-app. FairPrice Group began with onsite display on Osmos and then added product listing ads, a sponsored products format, with audience targeting. Osmos says the move grew onsite ad revenue 3.5 times (vendor claim, Osmos, 30 October 2026). In-app placements and games also run in the FPG app.

Offsite. Campaigns on Meta and on the open web through The Trade Desk use FairPrice audiences and report against FairPrice sales. In 2021, FPG Media also bundled its screens with Stellar Ace's transit network (Marketing-Interactive, 5 July 2021).

Targeting uses purchases from the FPG app, Link Rewards and transactions across the group's formats. The group plans to sync the FPG app with MyInfo, Singapore's government data service, for curated promotions (Marketing-Interactive, 27 October 2025). That is a shopper feature, and its use in advertising is not stated.

When the Trade Desk link launched in 2022, FairPrice Group described its approach as consent-based marketing using pseudonymised data. Brands receive measurement and audiences, not customer records. We found no public description of a clean room.

FPG ADvantage says brands can connect digital campaigns directly to sales verified at FPG. In a launch case, Nestlé Singapore's Milo campaign reached more than 680,000 shoppers in a week, with a 42x omnichannel ROAS and a 30% sales uplift (company claims, Marketing-Interactive, 27 October 2025).

No independent audit has been published. The Retail Media Lab is designed to test brand metrics and cross-device reach, but we found no published findings. Ask how in-store screen exposure is linked to sales, since most screen viewers are not identified.

1. Contact FPG ADvantage. Start with FairPrice Group's retail media team; there is no public self-serve sign-up.
2. Choose the setting. Pick supermarkets, pharmacies, convenience stores, food courts or the app, based on where your category sells.
3. Add onsite search through product listing ads if your products are on FairPrice's online store.
4. Extend offsite through Meta or The Trade Desk if you already buy there.
5. Agree the sales read. Confirm which sales count, the window and any control group.

It suits:

• FMCG brands sold in FairPrice, Cheers or Unity stores;
• food and beverage brands that want reach in Kopitiam food courts;
• non-endemic advertisers, such as telecoms, seeking Singapore households.

It suits less:

• advertisers who want self-serve buying across all formats;
• brands outside Singapore;
• buyers who need independently audited metrics.

• FPG ADvantage revenue in Singapore dollars.
• Minimum spend, rate cards and self-serve access.
• Whether Link Rewards data from non-FairPrice partners is used for targeting.
• Results from the Retail Media Lab.
• The current screen count; the 2021 Stellar Ace deal and the 2025 launch give different footprints.

1. FairPrice Group, "FairPrice Group launches FPG ADvantage: Singapore's largest omnichannel retail media network to engage customers where they shop and eat" (27 October 2025). https://www.fairpricegroup.com.sg/fairprice-group-launches-fpg-advantage-singapores-largest-omnichannel-retail-media-network-to-engage-customers-where-they-shop-and-eat/
2. Marketing-Interactive, "FairPrice Group debuts new unit FPG ADvantage to connect brands across 570 touchpoints" (27 October 2025). https://www.marketing-interactive.com/fairprice-group-debuts-fpg-advantage-to-connect-brands-across-570-touchpoints
3. Marketing-Interactive, "FairPrice Group names new head of retail media network" (26 February 2026). https://www.marketing-interactive.com/fairprice-group-names-head-of-retail-media-network-fpg-advantage
4. Marketing-Interactive, "FairPrice Group partners The Trade Desk to drive closed-loop measurement with retail data" (15 November 2022). https://www.marketing-interactive.com/fairprice-group-the-trade-desk-partner
5. Marketing-Interactive, "FairPrice Group Media offers new solutions to brands via Stellar Ace partnership" (5 July 2021). https://www.marketing-interactive.com/fairprice-group-media-offers-new-solutions-to-brands-via-smrt-stellar-ace-partnership
6. MMA Global APAC and FairPrice Group, "MMA Global APAC and FairPrice Group (FPG) unveiled The Retail Media Lab", PR Newswire (12 December 2024). https://prnewswire.com/apac/news-releases/mma-global-apac-and-fairprice-group-fpg-unveiled-the-retail-media-lab-302330007.html
7. Osmos, "How FairPrice Group grew its onsite ad revenue with Osmos" (30 October 2026). https://www.osmos.ai/success-stories/how-fairprice-group-grew-its-onsite-ad-revenue-with-osmos