Wellcome taps real people for ad blitz

HONG KONG - Local supermarket Wellcome is departing from its aggressive low-price positioning, launching a new campaign that features Hong Kong people describing what the long-established retailer means to them.

by | 05/15/2007

The spot is directed by Fruit Chan, an independent Hong Kong film director whose films are best known for depicting the plain tales of ordinary Hong Kong Chinese.

The 60-second TVC touts genuine shoppers from all walks of life. Running on TVB and i-Cable, the campaign also includes press ads, MTR advertising and in-store POP.