The push also came in response to the insight that consumers believe that supermarket prices are generally higher than markets and other stores, and that discount pricing ads are not to be trusted.
The 30-second TVC challenges this insight, featuring well-known radio host and TV chef So Sze-wong in the guise of a smart shopper. The ad begins with So storming into the office of DDB Hong Kong, which has been working on ParknShop’s account for over a decade, to interrogate agency executives about how genuine ParknShop’s price checks really are. The spot ends with So being dragged out of the office by security guards, after the agency team testifies that the prices are for real.
The spot marks the second phase of So’s endorsement campaign for ParknShop. “The client really likes her personality as she is a knowledgeable cook with a distinctive outspoken personality,” said Karen Wong, creative director at DDB Hong Kong.
ParknShop marketing director Angie Lee said this year’s marketing strategy of ‘Everyday low prices’ came amid rising costs.
In the past, customers may have to wait for a special discount for certain products, but now we are offering everyday low price strategy on all products.” Wong added that the use of a “no-nonsense” celebrity like So would convince viewers that the supermarket’s price claims are genuine. She contrasted this approach with bitter rival Wellcome.
“Wellcome still has a high and low pricing method,” claimed Lee. So’s earlier campaign was the ‘Money saver’ push in March, where she invaded an ordinary family home and questioned them over whether they could cook a meal with just a HK$30 (US$3.80) shopping budget at ParknShop.
Media partner OMD has placed the TVC on TVB Jade, and the campaign also includes extensive POS, and print ads, along with a CRM component.
