HONG KONG: Hammering home its low price message, Hong Kong's
largest supermarket chain, Wellcome, has launched its "price difference
double refund" programme.
Wellcome has retained local celebrity Do Do Cheng as its spokesperson
for the new campaign, which is a follow-up to its "Do Do's low prices
campaign" launched a few months ago.
Wellcome marketing development manager, Diane Chiu, said the latest push
cost HKdollars 6 million and included television, print ads, outdoor and
in-store POS to drive home the point that the chain's prices are the
lowest in town.
McCann-Erickson creative director Martin Lever said the campaign is
targeting a broad audience - shoppers who want "the best for less."
In the TVC, Cheng is followed around by long line of people ready to
take advantage of Wellcome's low prices.
Wellcome has taken to marketing itself as Hong Kong's low price champion
as its main competitor, Park 'N Shop, continues to introduce upgrades,
including a range of super stores, which sell live and fresh produce
along the lines of Hong Kong's traditional wet markets.
