Loyalty program gets Wedgewood treatment

Hong Kong - Supermarket Wellcome will kick off an ad campaign starting tonight on its latest Wedgewood cookware redemption program aimed at encouraging consumers to spend more, particularly with the festive seasons coming up.

The campaign called "Upgrade your life" developed by McCann Erickson comprise of three  30 second TV spots featuring a couple initially dressed in pyjamas and their attires progressively reflect the 'prestigious and quality' image of the cookware.

As the campaign focuses on the redemption program rather than a one-off promotion, execution of media to roll out in the next four weeks includes in print in newspapers and extended to magazines as well as outdoor on bus bodies. Other aspect include in-store point of purchase.

Universal McCann handled media buying and planning duties for this campaign.