Supermarket rides high on 60th anniversary celebrations

The top spot in the latest Hong Kong Adwatch chart was scooped by supermarket chain Wellcome, with a 92 per cent viewer recall rate. Wellcome's 60-second thematic TVC was developed by McCann Erickson to celebrate the supermarket's 60th anniversary. The TVC pushed the tagline 'Wellcome 60th anniversary. Everyone's invited' and featured two local celebrities, actress Do Do Cheng, who has endorsed the Wellcome brand for over three years, and pop star/singer Boey, who was brought on board as the housewives' favourite.

"The ads have been well received because of the celebrity appeal, interesting storyline and the attractive product and price promotions, including merchant offers, weekly surprises and grand lucky draw of Smart cars," said Mandy Chung, McCann Hong Kong group account director. The TVC was supported by print ads, outdoor bus placements and in-store promotional materials, and ran from June 10 to July 2.

McDonald's has retained its second place spot since May's survey, this time with a campaign for a tie-up promotion with popular local cartoon character Hello Kitty. The 'Colours of summer' campaign offers consumers the chance to purchase a series of 15 Hello Kitty dolls with any of the selection of desserts specially launched for the summer months.

"The spot is contemporary with a 'forever young' attitude, which really appeals to the Hong Kong consumer," said Karen Wong, business director, DDB Hong Kong. "Hello Kitty is also a big favourite with Hong Kongers."

Pharmaceutical brands GSK and Fortune Pharmacal took 14th and 16th place respectively, while HSBC Credit Cards came in at sixth place, Promise Finance at seventh and Prudential Insurance at 18th.