Garden and dentsu HK rebrand bread series with melodic touch

Garden, a Hong Kong bakery with a rich heritage spanning over 90 years, and dentsu Hong Kong have joined forces for a captivating rebranding campaign.

As part of the campaign, a TV commercial featuring vocals of local singer Cloud Wan has been unveiled. The TVC sheds light on Garden's new revitalised bread series, which includes Life Bread, Sandwich Bread, and Crustless Sandwich Bread.

The video is accompanied by a mesmerising theme song that emphasises the campaign tagline of "Enhanced formula for a healthier choice" (升級配方更健康).

"Through the catchy campaign theme song, we highlight the upgraded formula of our bread series but also echo our brand purpose of 'Baking Happiness into Your Life," said Wallace Chow, general manager of marketing, The Garden Company.

He added that this approach not only helps the brand connect with a younger audience and makes the Garden brand more relatable to the vibrant spirit of Hong Kong, but also reinforces Garden as a life companion for people from all walks of life.

"dentsu Hong Kong has played a crucial role in merging creative and media solutions to create a seamless customer journey for Garden's brand rejuvenation," said Diana Tam, managing partner and director of operations, dentsu Creative Hong Kong.

"We are confident that this collaboration will bolster Garden's brand visibility and resonate strongly with all our target audiences,” Tam added.

MARKETING-INTERACTIVE has reached out to dentsu HK for more information.

Don't miss: Garden and dentsu HK join forces on rebranding with gaming-inspired campaign

Back in 2022, Garden partnered with dentsu Hong Kong for the first time to strategically retarget the brand to a younger segment of the market, with a gaming-inspired Cream Bun campaign.

The partnership was an integrated, creative plus media solution offered by the agency group that began by launching a new Cream Bun flavour, and from there to refresh the traditional image of the bakery line and shifted its media presence to digital in order to boost relevancy with modern consumers.

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