Wellcome fosters emotional connection with audience in new CNY campaign

Hong Kong’s supermarket chain Wellcome is adopting a fresh and creative approach this Chinese New Year, injecting energy, joy and humour into its latest festive marketing campaign to connect with a broader audience on a more emotional level. 

Done in collaboration with creative agency New Media Group, the campaign features actress-singer Lesley Chiang, actor and former Hong Kong swimming team member Kevin Chu and travel show host Christy Leung, who embody a healthy and cheerful image, reflecting the energetic, approachable and friendly persona of Wellcome as a neighbourhood supermarket. 

Available until 18 February, the campaign leverages "red" as the luckly colour of Chinese New Year, which aligns with the brand colour of Wellcome, it aims to tell the audience that Wellcome's online shopping is easy and convenient and consumers can shop lots of good deals and promotions for Chinese New Year. 

The three campaign ambassadors play various roles in a series of seven short videos, conveying the campaign’s strong brand messages and showcasing what customers can expect from Wellcome when celebrating this festive season – namely, Great Value, Great Range and a Great Experience.  

The series of videos explores different themes, such as “Embrace Red for a Lucky Year of the Dragon”（紅色就係好意頭), “So Fresh You’ll Jump for Joy” (鮮到彈起), “Super Fat Choi Promos Await You” (抵到你發), “Shop with Ease Near You” (唔洗四圍騰，惠康響附近) and “Wellcome App Delivers More” (用惠康App買年貨，「瀡」一聲就送到！). 

Infused with humour, these videos highlight Wellcome’s wide range, convenience and fast delivery, featuring a special appearance from local beatboxer Corey to give a cool and dynamic edge. 

Launched in phases throughout January, the videos are amplified across various channels such as Wellcome’s YouTube. Wellcome Chinese New Year-themed WhatsApp stickers are also available for customers to download and share the CNY greetings with their loved ones.

To complement the campaign, Wellcome has also created a set of animated Chinese New Year stickers featuring Chu and Chiang for customers to download and share warm wishes with friends and loved ones. The collection of eight stickers features festive greetings with a playful ‘Dragon’ theme using local slang, bringing an element of fun and authenticity. 

Back in June, Wellcome partnered with local creative agency So Don't Bore to launch a 78th anniversary campaign. The campaign features local actress Lesley Chiang introducing how Wellcome is going to offer more exclusive discounts and fresh products to consumers, strengthening the brand's position as a consumer-centric supermarket chain.

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