Hong Kong Market promotes home cooking with CNY campaign

As Chinese New Year is approaching, Hong Kong Market has unveiled a campaign to encourage everyone to engage in home cooking and reward its loyal customers.

Done in collaboration with creative agency Hardchi Creative and PR Agency The Bridge Agency, the campaign comes with a tagline "新春家有廚神，廚神家有", of which the phrase "at home" (家有) sounds similar to "fight on" (加油).

It comes as the brand believes that many HongKongers have been cooking at home during the pandemic, resulting in the emergence of many new culinary talents. The campaign aims to spread positive energy and encourage home cooking during this Chinese New Year, allowing people to spend quality time with their families and be more creative and inspired while preparing New Year dishes.

As part of the campaign, Hong Kong Market has partnered with three KOL chefs, including local actor Chris Lai (黎諾懿), TV cooking show host Ben Li (李錦聯), and media chef Hilda Leung (梁雅琳), to create innovative Chinese New Year recipes.

A spokesperson from Hong Kong Market told MARKETING-INTERACTIVE that the three KOLs were selected to cater to customers of different lifestyles and age groups. Lai, who participated in TVB’s cooking show, has a warm and chef-like image, and is recognised by people of all ages. Meanwhile, Li has a more mature fan base due to his years of presence in the entertainment industry with a professional level of culinary skills.

Additionally, Leung is a cooking KOL who focuses on using seafood as the main ingredient, which is high in protein and low in calories, catering to health-conscious audiences and preparing New Year dishes from a fresh perspective.

Available from 15 January to 9 February, the campaign is divided into several phases, starting from online promotion and extending to offline customer activations. Hong Kong Market has launched three online cooking tutorial videos featuring the three KOL chefs on its Facebook, Instagram and YouTube channels. The dishes are rejuvenated by traditional dishes, making them innovative yet easy to follow.

Moreover, Hong Kong Market is partnering with the three KOLs to launch on-site cooking demonstrations at selected markets on 15, 22 and 29 January, targeting the offline audience. Participants can ask the KOLs questions on the spot.

Additionally, Hong Kong Market will host a charity “Poon Choi” (盤菜) luncheon at the basketball court at Nam Shan Estate, Shek Kip Mei on 27 January, supporting the Hong Kong Association of Senior Citizens (香港長者協會) and the Hong Kong Single Parents Association (香港單親協會). The luncheon will feature singing and dancing performances, lucky draws and distributing Chinese New Year goodie bags to the beneficiary families, aiming to allow the campaign to deeply engage with the grassroots community, expand and deepen the breadth and depth of the campaign.

Hong Kong Market is also offering various promotions and discounts on-site and on its mobile app to attract more traffic and increase the basket average at its 21 markets. By combining online and on-site cooking demonstrations, integrating online and offline marketing, customer relationship management (CRM), PR, and corporate social responsibility (CSR) aspects, the strategies aim to allow the entire campaign to achieve multiple dimensions.

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Agnes Lung, group chief marketing and digital officer, Uni-China Group, said: “I am truly grateful that after years of the pandemic, we can finally gather as a family and celebrate the Lunar New Year together. It is a great blessing. I believe that everyone can be a culinary master as long as they cook with passion and love. Our campaign provides clear recipes, encouraging everyone to become a culinary master and inspiring them to cook with love for their loved ones.”

Established in 2013, Hong Kong Market is a subsidiary of Uni-China Group. It is supervising over 30 fresh markets scattered all around Hong Kong in 2022. It is responsible for fresh market revitalisation, operation and management. The brand aims to improve the overall environment and quality of the markets, constituting a more convenient and comfortable shopping environment for the residents.

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