NTUC FairPrice is pledging more to a campaign that gives money to lower-income families for every loaf of bread sold. The supermarket chain will increase its contributions to $9, up from $5 last year.

Mayor of South West District Amy Khor, who was guest-of-honour at the launch of the third donation drive on Tuesday, lauded the campaign as one that "exemplified the spirit of giving".

"A simple action like buying bread can allow customers to help the less able in the community," she said.

FairPrice hopes to raise $1.5 million from the two-week-long campaign to help lower-income households.