The one-month campaign targets expatriates and 'Westernised Chinese' who frequent the newer and larger stores the chain has introduced in recent months. These stores carry a wider range of foreign food brands.
The direct campaign, developed by Rapp Collins, has been built around a travel theme and consists of a mailer designed as a passport. The mailer also includes a lucky draw offer in the shape of a boarding pass, with a holiday prize.
May Tse, senior account manager at Rapp Collins, said: "We know many expat families go away for the summer months. We used the travel concept to welcome them back. Inside the mailer we have many promotional items.
These items are generally more popular among the expat segment. The lucky draw is again linked to the same concept as it offers the chance to win a holiday back home."
She added that the supermarket chain sent about 70,000 direct mailers.
Rapp Collins' creative director John Pye worked on the account.
