The gourmet grocer is continuing its ‘Add a Little Joy’ campaign from 2013, as the brand believes that food can be a "great catalyst for sharing and spreading joy at all times", according to Julie Chiu, sales and marketing director for Market Place by Jasons.
That is the core premise of this year's ‘Joy on a Plate’ campaign, which invites customers to arrange fresh food items as creatively as possible on a plate. The incentives: prizes worth around US$5159 (HK$40,000) and having their 'joyful plates’ showcased in an e-gallery.
Kicking off today through a TVC (above) and continuing over a four-week period, the campaign will run across print and online media (Facebook), outdoor (MTR) and digital channels (myTV mobile app). The campaign also has a CSR aspect, in which the store will donate HK$2 to Orbis, a sight-saving and blindness-prevention charity, for every purchase of a limited-edition ‘joyful plate’ created by a local designer.
Each week, Chan, along with another celebrity, actress Sharon Chan (陳敏之), will share a plate each (see below) illustrating their personal life stories and memories based on different themes. Fans, of course, will be invited to like their favourites on Facebook.
Market Place by Jasons launched in Hong Kong in 2007 as an upmarket offering. It currently operates 27 stores.