HONG KONG ADWATCH: Aji Ichiban lives up to its name among Hong Kong viewers

Snack food retailer Aji Ichiban dominated the December TVC recall list in Hong Kong, with several ads promoting the brand's products in the run-up to Christmas and Chinese New Year.

Aji Ichiban, which sells confectionery/candies, savoury snacks and preserved fruits, bombarded TV viewers in December, broadcasting TV spots during fringe time and late night.

The brand had increase its budget on TV advertising significantly; last year, Aji Ichiban spent close to HK$82.1 million (US$10.5 million) on TV, up nearly 24 per cent compared to 2002. In December alone, the brand invested more than $6 million in TV, up about 34 per cent over the same month in 2002.

December is believed to be a good season for snack food providers to promote and strengthen customer loyalty, as most locals are busy looking for a right place to buy candies for the holiday celebrations.

Market Catalyst head of media Deryk Tang said: "Aji Ichiban's TV commercials were the most memorable in December, because they offered information which audiences were seeking on snack food choices and retail outlets."

Aji Ichiban uses a very single-minded and straightforward approach in its TVCs, which frequently feature the brand name and its logo.

BBDO Hong Kong ECD Rachel Chow said the brand name had also helped Aji Ichiban improve its image and brand awareness, as it means 'the best' in Japanese.

The company uses a Japanese name since most of the products are imported from Japan. In addition, Hong Kong consumers have a very positive perception of Japanese-style snacks.