Prudential HK wishes patients to 'get well soon' with collaborative menu

Prudential Hong Kong has teamed up with six local food brands to develop a “get well soon” menu, allowing patients to enjoy dietary freedom even while they are unwell.

Available from 2 September to 1 November, the initiative came as Prudential recognised that recovering patients often feel their meal options are limited in both selection and flavour. The brand aimed to break this stigma and improve the daily meal experience for patients in their pursuit of health and wellbeing.

Furthermore, this initiative highlighted Prudential's dedication to supporting patient wellbeing, extending beyond medical care to dietary choices, and setting a new standard for holistic health support. 

Also known as “Get well soon”, the two-month campaign was done in collaboration with creative agency Noah Workshop and media agency Mindshare. The six local food brands involved in this partnership were Tim Ho Wan (添好運), Original Taste Workshop (原味家作), 7-SELECT, Mother Pearl, NuttieB, and Optmeal. 

This was Prudential's first collaboration which focused on partnering with local food brands. A spokesperson from Prudential told MARKETING-INTERACTIVE that the campaign targeted health-conscious adults who actively seek solutions to accelerate recovery when they are feeling unwell and who value both nutritious and flavourful dietary options for themselves and their families but often struggle to find solutions that fit the full spectrum of their needs.

Ranging from dim sum to desserts to bubble tea, the menu took staple comfort foods and reimagined them as patients’ healthier alternatives, giving freedom to them to maintain nutritious diets without compromising on flavour.

For example, Tim Ho Wan curated mixed mushroom dumplings with pine nuts (松子野菌餃), making them an excellent source of dietary fibre. Meanwhile, NuttieB developed osmanthus oolong pistachio mochi balls (桂花烏龍開心果麻糬波波), which were a great option for those looking to lower LDL cholesterol and stabilise blood sugar levels.

Providing convenience to patients in recovery, the menu was available in over 85 locations, including retail stores, restaurants, vending machines and the online stores of Prudential’s food partners.

To honour the six local food partners, a series of Netflix reality show "Culinary class wars“ (黑白大廚) inspired photos were taken to mark the campaign’s wrap-up. This approach illustrated Prudential's commitment to providing tasty yet nutritious food options while reinforcing the power of medical freedom, according to the spokesperson.

The campaign was promoted through social media, media coverage, retail locations, and online stores. It included brand awareness activities on social media, leveraging meme KOLs @jojowu and @what7iwatch to generate interest and demand through strategic post seeding.

Ivan Choi, chief customer and marketing officer, said: “We extend our gratitude to our partners who helped make 'Get well soon' a resounding success. Together, we've demonstrated how thoughtful, nutritious, and delicious meals can enhance patients' well-being and comfort, reflecting our commitment to empowering true medical freedom for our customers.

Don’t miss: Prudential unveils Prudence Lounge for premium customers

Back in September, Prudential Hong Kong has launched the Prudence Lounge, a brand-new wealth and insurance planning centre for the premium customer segment.

Strategically located in the vibrant pulse of Tsim Sha Tsui, this new centre is designed to embody luxury and tranquility, providing premium customers with easy access to comprehensive and exclusive features such as VIP guest rooms, versatile seminar spaces, and a spacious recreational area with a panoramic view of the Victoria Harbour. 

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