HONG KONG Supermarket retailer Dairy Farm has launched the first phase of an integrated drive for its new organic food chain ThreeSixty.
Developed by TBWA\ Tequila, the first burst uses ads in the weekly HK Magazine to communicate that 'a food revolution' is coming. The first three contain messages such as 'Food for thought. Thought for food" and 'Eat, drink and be ecological' while the last ad explains the concept of the chain.
The thematic work, due to launch on 21 November, features TV and print executions with supporting outdoor and POS materials, all revolving around the key brand positioning, 'Change the world - one bite at a time' In the TVC, viewers watch a man eating an apple as he walks through a crowd of protestors, demonstrating the contrast between the ways people can make a difference. "We wanted to break down a big theme like world environment into smaller pieces,"said outgoing ThreeSixty marketing and development director Mark Garwood.
He said brand chiefs elected to focus on mid- to high-end Chinese and expatriate consumers, and what they can do to help the environment and themselves.
"People here in Hong Kong love food, but they lack knowledge,"said Joanne Lao, MD, TBWA\Hong Kong.
Media was handled by Universal McCann with Edelman looking after PR.
See Analysis, page 18
