Uni-China Group and Sara Lee team up to recall HongKongers' collective memories

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Sara Lee pound cakes have been a culinary icon for Asian families over the years. This time, the brand has partnered with its distributor in Hong Kong, Uni-China Group, to pay homage to the collective memory of HongKongers with a new campaign.

Inspired by Sara Lee’s iconic TV commercial in Hong Kong in the 1980s, the new campaign leverages a contemporary twist of the original story, featuring several local child stars such as Kakaball, the daughter of local singers Kay Tse and Louis Cheung; Babefayefaye, the daughter of actor Brian Wong; and kid influencer baby Elly.

Targetting consumers aged between 30 and 50, the campaign aims to bring back HongKongers’ collective memories and increase Sara Lee’s brand awareness in a cost-effective way via recreation of the classic TV commercial with selectively picked KOLs.

The campaign is amplified via a seven-day promotion exclusively in Fresh supermarkets at The LOHAS and Kornhill Plaza until 14 September. It is also promoted on social media platforms including the KOLs’ Instagrams as well as social media channels of Fresh supermarket.

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Agnes Lung, group chief marketing and digital officer of Uni-China Group, said, “Sara Lee is a classic brand of imported home-packed desserts that is deeply rooted in the hearts of Hong Kong people and well known to every household. Its classic advertisements are also part of everyone’s collective childhood memories, and they have brought sweet and warm moments to many families.”

“We are pleased to have three innocent and lovely children to re-interpret this classic for us. Sara Lee has been in the market for many years. We are honoured to cooperate with them and launch two exclusive new flavours including Tiramisu and Apple Crumble, allowing us to continue this pure happiness,” she continued.

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