Wellcome revives hand-drawn style posters to reconnect with HK community

Wellcome is reconnecting with its heritage by reviving the distinctive hand-drawn style once used across its price posters, as part of its 80th anniversary celebrations.

In collaboration with local illustrator No Paper Studio, the brand has recreated nostalgic supermarket scenes and city landmarks with intricate stroke, bringing back also the legendary “low low price” (平通街) campaign that defined value for a generation.

As part of the initiative, Wellcome’s district manager Lo Kwok-hung, who has been with the brand for 40 years, hand-drew countless posters before the era of printed ones - a style that shaped how Wellcome spoke to customers in its early days. 

The nostalgic designs are now featured at three stores until 22 May including Cambridge Court, Wellcome’s oldest store established since 1965, its first 24-hour store in Causeway Bay and the two-storey Tai Wai store, each features retro storefront inspired by Wellcome’s past. 

Targeting the Hong Kong community, the campaign aims to strengthen Wellcome’s community bonds as the city’s largest and longest-standing supermarket as it celebrates its 80th anniversary, said a spokesperson from Wellcome in a conversation with MARKETING-INTERACTIVE. 

“We create meaningful moments that resonate to everyday's life beyond product and services, now and then. Value has always been at our heart.”

It also aims to amplify Wellcome’s “Always value” proposition by leveraging the shopfront as a key platform for customer engagement - reviving the legendary “Low Low Price” promotion with fresh twists, while strengthening ties with Wellcome’s community-rooted legacy.

To amplify the campaign, Wellcome has launched prime shopfront window displays at the three street-level stores, each showcasing unique features that celebrate the brand‘s deep roots in the local community. Social video content and collaboration with digital creators have also been leveraged.

Irene Man, marketing director of food Hong Kong and Macau, DFI Retail Group, said, "Our shopfront is a powerful platform of creating meaningful dialogue with customers – greeting the community everyday. This special collaboration offers a fresh perspective on Wellcome as a neighbourhood supermarket. While how we communicate value keeps evolving, our commitment to great value and community stays constant. At the heart of it all are our store teams - the vital connection with every customer."

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

Related articles:

Wellcome and Foodlink Foundation join hands for HK$2m breakfast giveaway
Wellcome and Market Place fresh items up for grabs on foodpanda HK