DoDo Cheng, a long-term spokesperson for the supermarket chain, has come to embody Wellcome's "friendly, best value, top quality positioning", said McCann Group account director Mandy Chung. The thematic TVCs were directed by James Leung and co-directed by Dicky Wu of Mutual Workshop.
The commercials, airing on TVB, Cable TV, KCRC monitor and MTR trackside TV, form part of an integrated roll-out that also includes online, bus shelter, press ads, in-store video and POP.
Cheng headlines CNY at Wellcome
Supermarket chain Wellcome kicked off its Chinese New Year advertising campaign with a TVC showing Hong Kong celebrity DoDo Cheng driving a Wellcome-branded 'Lowest Price Guaranteed' truck to deliver the retailer's festive greetings across the city.
