The two-month campaign — developed by IPG's Interface Communications — comprises bus shelter panels and bus body ads. The outdoor buy for Garden, the middle pillar of the bus shelter ad, is a first-time creation for media vendor JCDecaux Texon. Ads will be seen on bus shelters and routes in residential and business areas.
he creative features a mother and son sharing a cake. The tag line 'So close, so soft' is a play on the Chinese saying, 'so close, so far', as 'soft' is pronounced similar to 'far' in Cantonese.
Garden's main competitors include cake stores Maxim's and St. Honore, as well as other private label brands and supermarket bakery cakes.