The campaign, created by TBWA\Hong Kong with PR by Edelman, will encourage people to lead healthier and environmentally-aware lifestyles. Media, bought by Universal McCann, is expected to exceed HK$5 million (US$642,000).
"People can be scared off by big-world themes such as global warming, climate change and major changes to diet and lifestyle," said Mark Garwood, marketing and development director at Dairy Farm. "We're focusing on the small things consumers can do to reduce our impact on the environment."
The campaign is expected to launch in late November.
ThreeSixty is billed as a one-stop shop for those who value healthy living, have special dietary needs and are interested in ethnic cuisine.
The new chain, believed to be the largest retailer of its kind in Asia, will partner Oxfam, the World Wildlife Fund and the Changing Young Lives Foundation to appeal to the rise of conscientious consumerism.
The natural and health food segment is the fastest growing area in Hong Kong's supermarket industry.
Doreen Hong, consumer communications manager, ThreeSixty, noted: "At Dairy Farm's other stores such as Oliver's and Wellcome, we cannot keep the natural and organic products on the shelves long enough."
Rival supermarket chain ParknShop, meanwhile, has also stepped up its organic offering at local outlets.
