Campaigns in this category in Hong Kong are usually tactical in nature with price savings the key features highlighted. However, ParknShop's latest ads - developed by DDB - aim to showcase the chain as being a leader in terms of price and quality benefits, as well as providing a superior shopping experience, such as wider aisles and a better choice of fresh food.
DDB Hong Kong general manager, Mark Crouch, said: "Because of the fog of war, consumers are not able to see who is leading the innovations in this category. This campaign, therefore, aims to highlight the benefits ParknShop has put in place ahead of its rival in an entertaining way but without being boastful."
The ads feature two fictional characters: Peggy who is always thinking up of new ways to improve the shopping experience; and Bill who is focused on making prices unbeatable.
Crouch said the approach ensured a "perfect balance between great shopping and unbeatable value".
ParknShop marketing director, David Durnford, said: "We are the leading retailer in Hong Kong and we unashamedly want to remind people of this in a positive, informative and light-hearted manner."
In one of the biggest departures from the conventional ads in this category, the ParknShop campaign does not feature scenes of supermarkets.
DDB executive creative director, Mike Cozens, said, "Sometimes the obvious route is not always the best ... the creative challenge from ParknShop was to create a campaign that had likeability, cut-through and could carry a range of messages across the breadth of ParknShop's offer."
The campaign - which includes TV, print, outdoor and instore executions - comes after a global study by Ipsos-Reid found that ParknShop was the leading brand in Hong Kong, the only market out of the 22 surveyed where a retailer was accorded the most-favoured brand status. Its main competitor, Wellcome, placed fifth.
