The challenge
In 2025, DFI Retail Group engaged Black Dot to strengthen communications for its Singapore businesses in food, health and beauty, and convenience retail. The public knew 7-Eleven and Guardian as everyday stores, and DFI wanted their role in the community better understood. During the engagement, DFI also announced the divestment of its food businesses, Cold Storage and Giant.
What we did
We worked with DFI’s communications team on messaging for the divestment, setting out how it sharpened the group’s focus on its remaining businesses. We then ran campaigns on Guardian’s work in healthy ageing and 7-Eleven’s support for young people. These included the inaugural 7-Eleven Run and a partnership with the Singapore Children’s Society, officiated by President Tharman Shanmugaratnam as Guest-of-Honour.
The outcome
Coverage of the divestment was managed with minimal reputational risk. The campaigns that followed placed 7-Eleven and Guardian in stories about national priorities, including ageing well and youth development.