Garden taps Cloud Wan and Jay Fung to champion local daily moments

Garden, a Hong Kong bakery with a rich heritage spanning over 90 years, has tapped local singer Jay Fung and Cloud Wan to co-perform a new campaign anthem “Let every day bloom" (每日綻放幸福滋味), done in partnership with Dentsu Hong Kong. 

The new campaign is an extended version of last year's initiative, which invited Wan to shed light on Garden's new revitalised bread series, which includes Life Bread, Sandwich Bread, and Crustless Sandwich Bread. 

This time, the campaign spotlights Garden’s bread and cake series, showcasing the versatility and innovation of its baked goods. Through a cheerful theme song and a vibrant flower graphic illustration, the campaign delivers a sense of happiness that follows Garden products wherever they go.

The campaign film features Fung and Wan co-performing the new anthem, further reinforcing Garden’s core message of “Baking happiness into your life (烘焙人生 品味幸福)”.

It also features familiar, everyday locations that resonate with the local community, including cha chaan tengs (Hong Kong-style cafés), schools and family homes, places where Garden products are naturally part of daily routines. By journeying through different places and scenes across Hong Kong, the campaign visually expresses that wherever there’s Garden, there’s happiness.

The campaign, led by its catchy theme song, is airing across TV, YouTube, digital platforms and Spotify audio ads, bringing happiness to audiences all over Hong Kong.

To further engage younger and trend-conscious audiences, Garden is offering different phases of activations for people to win exclusive Cloud Wan x Jay Fung collaborative gifts at selected convenience stores and supermarkets. This offering brings the “taste of happiness” into everyday moments, extending the joy beyond the bakery aisle and into the lives of consumers.

"At Garden, we believe that happiness begins with the simple joys of everyday life. This campaign is a celebration of our heritage and our commitment to bringing delicious moments and a sense of happiness to every household in Hong Kong," said Joanne Lau, COO, business development and marketing, The Garden Company. “We’re delighted to continue our creative partnership with dentsu Hong Kong which helped us connect with audiences in a heartfelt and culturally resonant way."

Diana Tam, managing partner and director of operations at Dentsu Creative Hong Kong, added, “We’re proud to partner with Garden to bring this campaign to life through our integrated expertise across creative, media and PR. By combining cultural insight with emotional storytelling, we’ve created a campaign that feels authentic, warm and deeply rooted in the lives of the people Garden serves."

MARKETING-INTERACTIVE has reached out to Garden for more information.

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