Towngas puts family at the heart of new branding initiative

Towngas has partnered with PHD Hong Kong and Pixo Punch to unveil a new branding initiative - its first campaign in a year.Called “Cook for Love”, the initiative is led with a 60-second TV commercial - officially launched last night - followed by a three minute online TVC, Facebook apps, in-store displays, print ads, mobile TV spots and a cinema execution.The campaign marks the company's first brand building initiative which puts family reunions in the limelight.https://vimeo.com/91905527Alvin Li, creative director of Pixo Punch told Marketing the campaign aims to better connect the brand with locals by hooking up the social phenomenon of long working hours in Hong Kong.This is the second time Pixo Punch partners with the gas company for TVCs three years after creating a 10 second TVC in 2011.Vivien Kan, retail business development manager at Towngas, added: “Unlike the previous TVCs, it’s our first time to communicate with audiences via an emotional family story which is cross-generations.""Wage-earners can easily associate themselves to the story, while parents, who always wait for their daughter or son to come back home to have meal together, will also easily be touched. With this campaign, we aim to remind the audience to cheer and cook for beloved ones," she said.[gallery link="file" ids="45428,45427"]Credits:Client: TowngasSenior retail marketing & sales manager: Catherine WongRetail business development manager: Vivien KanCreative agency: Pixo Punch LimitedCreative director: Alvin LiDirector: Ben WooAssociate account director: Sue WongAssociate creative director: Joy HoSenior designer: Pat LauSenior copywriter: Kelvin ChanMedia agency: PHD Hong Kong