Wellcome keeps Cheng to wage new price battle

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