Wellcome celebrates CNY with fresh beats

Wellcome Supermarket, a retail brand under DFI Retail Group, has launched a new campaign to bring energy and joy to consumers in Hong Kong this Chinese New Year.

Also known as "Fresh beats, festive feasts" (咁鮮係過年), the campaign is done in collaboration with creative agency One Cool Punch, PR agency Boxing Promotions and media agency OMD. It aims to resonate with a wider audience using humour and engaging storytelling, particularly targeting mass younger demographics. The campaign features local singer Jay Fung as the brand's new ambassador, accompanied by actors Tony Wu and Angela Yuen. 

A spokesperson from Wellcome told MARKETING-INTERACTIVE that Fung is chosen as the brand ambassador as he is a talented Cantopop singer-songwriter with a positive, down-to-earth image. His journey of growth and commitment to excellence is inspirational and reflects Wellcome's brand values. "Like Wellcome, we are a neighbourhood supermarket, serving diverse communities and staying in touch with the lives of our customers. Fung's presence will help to drive brand affinity and bring vibrancy and energy to the Wellcome brand as it continues to evolve and connect communities."

The campaign, which will roll out in phases throughout January, has featured two social videos to highlight Wellcome's wide product range, convenience and fast delivery. The first video captures the excitement of preparing for a festive feast at home, while the second demonstrates the convenience of the Wellcome app, allowing customers to easily shop for all their Chinese New Year essentials online, including festive ingredients, cases of fruit, gift items, and wine.

The campaign has employed a play on words with the Cantonese phrase "琴"都得 (piano)," which sounds like "Wellcome." This strategy aims to create a catchy and memorable punchline, reinforcing brand recall while injecting a playful touch.

The campaign will also include community engagement initiatives, featuring a series of short interviews with residents from various neighborhoods to capture the diverse ways people celebrate Chinese New Year, thereby fostering a sense of local connection. Furthermore, Wellcome will launch an interactive social media game that offers participants the chance to win limited-edition prizes. 

Further amplifying the campaign's reach, a set of animated Chinese New Year stickers featuring the three celebrities will be available for customers to download and share. The collection of eight stickers features festive greetings infused with playful local slang, adding a touch of authenticity and encouraging social sharing.

In terms of ROI measurement, the spokesperson said the campaign measures awareness, likeability, and effectiveness in driving call-to-action as its evaluate through research, while also monitoring social sentiment and customer feedback.

Don't miss: Wellcome goes green with first electric truck in HK

Back in February 2024, Wellcome acquired a European-made 24-ton electric truck, as part of the group's commitment to sustainable development. This strategic move makes it the first retail company in Hong Kong to adopt such vehicles. It has also planned to add a second one to its fleet in Hong Kong later this year.

This initiative is part of DFI’s broader sustainability strategy, aiming to reduce greenhouse gas emissions by half by 2030 and achieve net-zero carbon emissions by 2050.

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