The company, with its more than 45 outlets across the market, has begun carrying a wide range of items to rival competitors such as Ikea. However, the public's perception is that it is still a distributor of small household products.
According to Pricerite marketing manager Catherine Law, the campaign is aimed at giving it "a refreshing new image" and "to enhance our brand awareness in the market."
Developed by Freeway Communications, the television commercial plays on the current cold spell affecting Hong Kong, with scenes of a family benefiting from the warmth radiating from their newly-purchased Pricerite products.
Freeway head of creative Charles Wong said: "The warm feeling reinforces the feeling that Pricerite cares about people.
"Pricerite has a wider and more localised range of products than its competitors, which is the differentiator. Because we understand the specific needs of people here, we can say we care about them."
Law said that the campaign, running until Christmas, was designed to coincide with the onset of colder weather "to reinforce the warmth and care emphasised in the TVC". She added that a new execution was being planned for next summer.
Freeway won the account more than a month ago. The incumbent was Bates.
