Glad freshens up identity with help of upcoming celebrity Jeffrey Ngai

Glad Hong Kong has launched a campaign to refresh its brand image, called “Glad Mr. Seal” which focuses on its signature Reseal bag products to inspire a behavioural change in food storage. The pandemic saw an increase in home-grown master chefs. Glad saw this as an opportunity to help drive behavioural change with the Reseal bag’s superiority claim of “double lock freshness”.

This new campaign injects a fun and quirky vibes into Glad’s brand image by amplifying Glad’s hero product, the Reseal bag, and its “double lock freshness” function. It debunks misconceptions of how food is kept fresh. The campaign brings in an up and coming celebrity, Jeffrey Ngai, as the Reseal bag superhero and kitchen saviour who helps to extend food storage duration and lock in moisture through its “double lock freshness” function. By personifying the product as a celebrity, Glad said it is is "able to retain existing consumers while simultaneously reigniting a love for the brand in new and younger consumers".

In the 30-second video, two humanised tomatoes are engaged in a conversation about their “7-day looks and beauty” in the refrigerator. By showing the differences between the two tomatoes’ appearances, the story reveals the correct storage method and the usage of the Reseal bag to keep food fresh and beautiful for up to 7 days. The story continues as the Reseal bag superhero character appears and performs a “moment of transformation”. In a single flourish, he highlights the signature RTB of the blue and yellow double lock sealing, maintaining the moisture and freshness of a beautiful tomato for up to 7 days.

The TVC is complemented with OOH and social media as well. In addition, the campaign also introduces Glad’s new innovative product “Flex N’Seal” — a storage bag that is stretchy, flexible and can fit items of varied shapes and sizes. 

Icarus Kwok, marketing director of glad, Greater China, said, “This campaign is very refreshing and it is a completely new approach for Glad Hong Kong. It is a real breakthrough from the previous brand image.” He hopes that Glad can continue to be a lovable brand that helps to create memorable “glad” moments in the kitchen while making an impact in consumers’ daily lives. The campaign adopts a comical and light-hearted approach inspired by the tone and mood of many slice-of-life Japanese Anime shows.