Garden and dentsu HK join forces on rebranding with gaming-inspired campaign

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

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

The campaign message aims to re-emphasise the notion of being Hong Kong’s people steady support and bond with the younger generation. Hence creatively, it adopts a fun gaming storyline to depict how consumers overcome hurdles every day and gamer catchphrases like “carry".

Done in collaboration with dentsu Hong Kong, the campaign heavily invests on planting its content online beyond just traditional TV commercial and out-of-home advertising, including social media, YouTube and programmatic ad placements to speak the language of their target audiences.

“Through this campaign, we hope to turn a new page for our long-established bakery line as well as our brand,” said Wallace Chow, general manager of marketing, The Garden Company. “The Garden Company Limited has always been here to support everyone's thick and thin. Over time, our product messaging needs to be repackaged to sustain our brand momentum and stay connected with modern aesthetics. We are excited for new heights to come.”

"We are proud to have Garden as our new client," said Diana Tam, business director, dentsu Creative Hong Kong. “This campaign again demonstrated dentsu Hong Kong’s unique capability as an integrated agency network to offer an insight-driven, creative plus media solution for our partners. We are looking forward to the more ventures ahead.”

Recently, livi bank has partnered with iProspect to launch a travel marketing campaign for its Buy Now Pay Later service, livi PayLater, to offer rewards to livi PayLater customers when they spend in six leading travel platforms using livi PayLater Mastercard. The campaign was developed by dentsu Hong Kong. 

This comes as a recent survey conducted by livi bank showed more than half (52%) of their customers have made plans to save for future trips and they are also saving more to achieve their travel-related goals. As part of its campaign, livi has partnered with six leading travel platforms, including KKday, Texpert, Agoda, Hotels.com, Expedia and Klook, to tie livi PayLater with travel promotions that offers customers with attractive cashback when they spend on those destinated platforms.

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