The operator of supermarket chain Wellcome and personal care store Manning's chose TBWA following a six-agency pitch in late August that is believed to have included McCann Erickson, M&C Saatchi , JWT, Eight and Leo Burnett. Dairy Farm declined comment, but sources have told Media that the concept is not linked to the Wellcome supermarket, which competes heavily as a value operator against upscale rivals such as Citysuper.
In a departure from regular Hong Kong reviews, agencies hailed Dairy Farm's professionalism after it provided a "rich and detailed" brief and gave contenders six weeks to prepare for the shootout. "We had enough time to do proper research and shopper visits to flesh out an interesting, pithy strategy," said a contender.