Pricerite uses new range to lift brand

The launch of the Threesixty and Paintbox ranges, developed by UK-based designer Kate Storer, best known for her work on modern interiors, is backed by television and print advertising. M&C Saatchi created a humorous campaign using an attractive model who falls over herself while attempting to show off the furniture's clean lines. The aim was to underline the superior beauty of the new furniture range over the model. The TVCs have been airing on TVB Pearl, Now Broadband, and Cable TV, and the print ads have appeared in both Chinese and English language newspapers and magazines. Both will run until the end of October. Having traditionally focused on its low-price offering, Pricerite is now looking to further develop its designer range next year. "Over the past few years we have discovered that our consumer target has broadened to include young couples who want more sophisticated products but at more affordable prices," said Magdalene Tsang, group public affairs, The Cash Group, which owns the retailer. Paintbox is a modern, glossy and colourful range, while Threesixty is a contemporary Asian themed range. Pricerite's key competition includes retailers such as Ikea and local shop God. Market research company adMango tracked spend for the Kate Storer campaign at a little more than HK$1 million (US$128,215) for the launch to date. M&C won the business from incumbent Freeway after a three-way shootout against Freeway and Lowe in May this year.