Redmart launches first major ad campaign

Singapore online grocer Redmart has launched a “shop as you are” campaign in a bid to stand out in an increasingly competitive market.

The concept behind the brand’s first major advertising campaign is to show Singaporeans that online grocery shopping can be done wherever and whenever, allowing people to fit shopping into their lifestyle.

“We want RedMart to be synonymous with grocery shopping,” says co-founder/CEO Roger E Egan III. The Lazada-owned business is investing primarily into out-of-home media, focussing on public transport and taxis, but will also run the campaign across digital and social-media channels.

The campaign has launched as competition heats up in online retail. In grocery, Honestbee is increasing its investment and Amazon has been planning to launch. Global e-commerce giants Alibaba and Amazon are also eyeing potential for growth in Southeast Asia. Alibaba bought a stake in Lazada last year, when Lazada bought Redmart.
J Walter Thompson Singapore agency won the RedMart brief after a pitch last September.

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