Prime Supermarket has launched a new three-month loyalty promotion across all 24 of its Singapore stores, using staggered collectible releases to encourage repeat grocery visits through the final quarter of 2026.
The retailer introduced its Fresh Quby Fruity Coin Banks campaign on 1 October, with the programme formally announced on 5 October by campaign partner DTC World.
The purchase-with-purchase promotion runs until 31 December 2026.
Shoppers earn one point for every S$10 spent in Prime Supermarket. Once they collect five points, they can add S$15 to redeem one of four Quby fruit-themed coin banks, while stocks last.
The four releases are:
- Cheery Apple — available from 1 October
- Smarty Melon — from 15 October
- Happy Berry — from 29 October
- Lucky Banana — from 12 November
The two-week release pattern is designed to bring shoppers back into stores rather than putting the full collection on sale at once.
That makes the campaign more than a simple collectables offer. It gives Prime Supermarket a reason to maintain shopper engagement across October, November and December, when grocery retailers typically face heavy competition for household spending.
DTC World handled the Quby licensing, character design, production and fulfilment for the campaign.
The Singapore-based merchandise company said the concept was built around Prime Supermarket’s fresh-food positioning. Quby has been adapted into apple, watermelon, strawberry and banana characters for the campaign.
Jason Cheng, managing director of DTC World, said: “A good PWP gives shoppers a reason to come back, not just a reason to buy once.”
The campaign also shows how supermarkets are using licensed characters and collectables to strengthen loyalty without relying only on price reductions.
For grocery retailers, purchase-with-purchase campaigns can help create a clear spending threshold while giving customers a visible reward for repeat visits. Staggered releases can extend that effect over several weeks.
Prime Supermarket operates in Singapore’s competitive grocery market alongside larger chains including FairPrice, Sheng Siong, Cold Storage and Giant.
Grocery Trade News previously included Prime among the leading supermarkets in Singapore by market influence, highlighting its established position in heartland communities.
The latest promotion gives the retailer a different route to customer retention at a time when Singapore supermarkets continue to compete on value, convenience, fresh food and loyalty.
DTC World said it worked with Prime from the early planning stage, covering the campaign proposal, merchandise concept, licensing, design and production.
The company has previously developed licensed Quby merchandise for other consumer brands in Asia, including a blind-box series for 4Fingers.
For Prime Supermarket, the important commercial test will be whether the phased release schedule increases repeat visits and raises average basket spend during the campaign period.
The promotion will remain available across all 24 Prime Supermarket outlets until 31 December, subject to stock availability.
Editor’s note: Grocery Trade News reviewed the 5 October 2026 company-issued campaign announcement and existing GTN coverage of Singapore’s supermarket market.
