7-SELECT turns bread-making into cute animation for new campaign

7-Eleven Hong Kong’s sub brand 7-SELECT has launched a playful campaign featuring the main ingredients of its latest bread series: authentic Italian Madre yeast and premium Japanese flour, depicted as cute animated characters.

This comes as 7-SELECT has elevated its bakery offerings with a new Japanese-style sourdough bread series. The bread features Madre yeast, fermented for 36 hours with premium Japanese wheat flour, and double-fermented using the sponge dough method, resulting in four flavours, including cheese, red bean, tuna, and black truffle cheese and ham.

Also known as “Madre Yeast Festival” (瑪德莉酵母祭), the campaign is done in collaboration with creative agency SO DON'T BORE, media agency PHD and local animation studio Morning Giants Studio. It is running for four weeks, starting from 7 May. The campaign aligns with 7-SELECT’s commitment to elevating convenience store offerings by bringing premium artisanal bread to the mass market, while maintaining its accessibility and affordability.

As part of the campaign, 7-SELECT has released a promotional animation featuring yeast and flour characters working together to create the new sourdough bread. The colourful animation depicts these characters celebrating a delightful festival and highlights the artisanal bread-making journey, including the "sponge method" (中種發酵) double fermentation process that ensures superior texture and flavour.

The campaign has extended beyond digital platforms with the "Madre yeast bread truck" (瑪德莉酵母祭流動車) roadshow event. The truck features bread claw machines where participants can win special blind boxes containing bread products. Since 7 May, it has been touring Quarry Bay, Tseung Kwan O, Kwun Tong, Tsim Sha Tsui, and Causeway Bay for five consecutive days.

The campaign is promoted through press ads, YouTube, digital banners, social media, and point of sale materials (POSM).

Gloria Shiu, marketing director at 7-Eleven Hong Kong & Macau, said: "We are incredibly proud of our 7-SELECT bread series, which exemplifies our commitment to quality without compromise. Through careful selection of premium ingredients and time-honoured artisanal methods, we've created a product line that delivers exceptional value to our customers."

Jay Ng, director at SO DON'T BORE, said: "We wanted to make artisanal bread-making engaging and approachable. Working with Morning Giants Studio, we've transformed the craft of bread-making into an entertaining story that connects with food enthusiasts and everyday consumers alike."

Don’t miss: 7CAFÉ taps Tyson Yoshi to challenge the HK$17 coffee stereotype

Back in April, 7-Eleven's in-house brand 7CAFÉ tapped Hong Kong singer-songwriter Tyson Yoshi to challenge the HK$17 coffee stereotype after receiving official "Specialty Grade" certification by international standards for its exclusive blended coffee beans, validating the premium quality of its affordably-priced offering.

The campaign celebrated 7CAFÉ's exclusive blend achieving "Specialty Grade" certification from both the Specialty Coffee Association (SCA) and Coffee Quality Institute (CQI)—a prestigious recognition of its excellence in aroma, flavour, finish, acidity, and balance.

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