Don't ask where this campaign comes from

Hong Kong - To introduce PARKnSHOP's latest barcode ID system for tracing vegetables from the mainland, DDB Hong Kong has conceptualized a TVC using a line from popular Chinese song in the 80's called Olive Tree - "Don't ask me where I come from" targeting fresh food shoppers particularly housewives for the campaign.

The 30 second TVC features a lady holding a bunch of vegetables asking various people on the streets and in the kitchen the origins of the greens and gets shrugs from them while "Don't ask me where I come from" is played in the background.

"We believe that there will be high advertising recall and likeability of this unconventional supermarket TVC. Consumers will also perceive PARKnSHOP as superior in our unique and comprehensive traceability and control system, thus inducing their purchase of fresh vegetables from the supermarket," Angie Lee, head of marketing for PARKnSHOP said.

The campaign, which aims to introduce the retailer's barcode ID system for tracing vegetables from the mainland to ensure consumers enjoy total peace of mind when they purchase at the supermarket, was launched last week and will also run on print, in-store POSM and online.

OMD handled media buying and planning duties for this campaign.