Hong Kong Market redefines beer drinking to honour dads this Father's Day

Hong Kong Market has launched a Father’s Day campaign with activations focused on family and togetherness, aiming to attract foot traffic for its fresh market for parents and their children.

Done in collaboration with PR agency The Bridge Agency, the “Hey dad! Let’s fuel up!” campaign (爸爸加油站) is available until 15 June. The campaign kicked off with a beer cuisine live show with chef Ricky and local actor Carlos Chan, who welcomed the arrival of his daughter Camila last July.

Agnes Lung, executive director and group chief marketing and digital officer, Uni-China Group, told MARKETING-INTERACTIVE that Chan's experience as a new dad resonates with the audience, showcasing how non-drinkers can creatively use beer in cooking. Meanwhile, chef Ricky's expertise and friendly demeanor helped connect with customers, reinforcing the commitment to fresh and healthy cooking.

During the event, Chan and chef Ricky demonstrated two healthy and delicious dishes at Maritime Market (青衣市場), aiming to add a delightful twist to the Father’s Day feast with fresh ingredients available from Hong Kong Market’s markets.

The campaign utilised vibrant red and yellow colours to attract attention, aligning with Hong Kong Market’s brand logo and enhancing visibility, according to Lung. It also featured playful cartoons and friendly wording designed to resonate with families, creating a welcoming atmosphere that delights the audience. “This engaging presentation not only draws in foot traffic but also reinforces our family-friendly service image,” said Lung. 

The event was live-streamed on YouTube and Facebook to reach a broader audience beyond those present on-site. This strategy not only showcased the events in real time but also allowed participants to engage and interact, further expanding the campaign's impact, according to Lung.

Additionally, the campaign has utilised the popularity of its celebrity ambassadors by promoting various campaign events across social media platforms. "These channels are essential for engaging our audience, sharing updates, and fostering community interaction, ultimately driving participation and excitement," said Lung.

To further celebrate dads' hobbies, Hong Kong Market has partnered with beer brand Heineken to launch a battle named “Beer King Championship” (街市啤王爭霸戰). Beyond just drinking, contestants will showcase fancy tricks and creative gimmicks that are sure to entertain.

Furthermore, Hong Kong Market has set up stations where children can create unique Father’s Day gifts from beer bottles, aiming to foster an inclusive atmosphere that encourages family togetherness.

“Success goes beyond metrics, it's about the connections we make along the way. Celebrating Father’s Day allows us to honor the cultural values of togetherness and family. By integrating diverse marketing elements - engaging with customers, collaborating with brand partners, and leveraging media influence—we are amplifying HKM’s vibrant social hub position for shared experiences, both online and offline,” Lung said. 

Don’t miss: Hong Kong Market trendjacks Liverpool FC’s win leveraging Cantonese word play

Back in May, Hong Kong Market trendjacked Liverpool Football Club's recent Premier League win with the launch of "Beliverpool market" (利記不海鮮), a special concept zone playfully dubbed "海鮮波" in Cantonese. 

As part of the campaign, Hong Kong Market transformed its Tsing Yi Market into a football fan zone, featuring a photo spot where supporters could commemorate Liverpool FC’s Premier League triumph.

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