Humourous or heartwarming: Roundup of V-day campaigns from brands in HK

This year's Valentine's Day is also the fifth day of the Lunar New Year. To celebrate the two highly anticipated festivals and the city's East-meets-West heritage, brands in Hong Kong have gone all out to showcase their creativity with captivating campaigns during this season of love.

Don’t miss: HK florists see decline in flower bouquet orders this V-day

From heartfelt gestures to humorous approaches, these campaigns demonstrate the resilience and ingenuity of Hong Kong's marketing industry, captivating audiences and offering unique experiences that go beyond traditional flower bouquets.

Let’s go through some of the outstanding heartwarming and humourous campaigns created by brands in Hong Kong MARKETING-INTERACTIVE has rounded up this Valentine’s Day.

1. Deliveroo Hong Kong 

Deliveroo Hong Kong has collaborated with GODIVA, Marks & Spencer (M&S), and Watsons Hong Kong to introduce three distinct mystery surprise gift boxes this Valentine's Day. 

In an exclusive partnership, Deliveroo has launched a dedicated Valentine's Day webpage, exclusively featuring these surprise gift boxes, which are available from 22 January 2024 to 7 February 2024.

The GODIVA gift box includes a variety of its classic chocolate flavours, aiming to allow customers and their loved ones to experience the delicate sentiment within its chocolate. Furthermore, the M&S gift box includes dinner wine, scented candles and a Valentine's Day exclusive surprise from the brand character Percy Pig.

Meanwhile, the Watsons' gift box comprises a collection of skincare and personal care products that aim to provide comprehensive care. It includes items such as lip moisturisers, skin repair products and eye soothing treatments, promoting relaxation of the body and mind. By attending to various aspects of self-care, these products aim to let customers' loved ones experience thoughtful care from the inside out.

2. IKEA Hong Kong

To coincide with Valentine's Day, Ikea Hong Kong has put up a trendjacking post on its Facebook and Instagram pages to promote its single bed frame and playfully poked at singles out there.

The post reads: "Today is 14 February (the fifth day of Lunar New Year), need to work tomorrow, goodnight and sweet dreams!", highlighting the phrase "the fifth day of Lunar New Year".

Its Instagram post has received over 17k likes. While some netizens said it seemed like witnessing a sad story, some said IKEA’s post has never disappointed them. Meanwhile, its Facebook post has also received over 1.6k likes, 69 comments and 27 shares.

3. Pizza Hut Hong Kong

This Valentine's Day, Pizza Hut has rebranded itself into "Flower Hut" by launching a limited-edition "Flower Hut Pizza" series. 

Pizza Hut has introduced two floral-shaped pizzas with a cheesy crust, including the "shrimp and seafood" flavour (哈蝦海鮮花哈蝦海鮮花) and the "beefy rib" flavour (beefy牛肋花).

As part of its Valentine's Day campaign, Pizza Hut has rolled out a music video on YouTube starring its brand ambassador, Neo Yau, to showcase the shape, toppings and texture of the "Flower Hut" pizza.

MARKETING-INTERACTIVE has reached out to Pizza Hut for more information. 

4. Sa Sa 

To celebrate Valentine's Day this year, beauty product retailing group Sa Sa has launched a campaign to promote thematic products such as fragrance, makeup and skincare. 

Also known as Sa Sa’s Valentine’s Day (「龍」情蜜意情人節獻禮), the campaign launched from 1 February to 14 February 2024. The primary objective of the campaign was to increase both traffic and sales for Sa Sa.

In terms of marketing strategies and medium of promotion, a spokesperson from Sa Sa said it leveraged social and digital to build awareness, with thematic makeup and styling video content and third-party media collaboration to drive consideration.

Danny Ho, executive director and CFO, Sa Sa International Holdings, said: “At Sa Sa, we are all about making life beautiful, it's not only about beauty products. What truly sets us apart is our people and our relationship with our customers. Celebrating love, connection, and appreciation on this special occasion, we prepared a carefully curated list of online/ and offline promotions consistent with our thematic to share the momentous occasion with our customers. We continue to strive to provide an omni-channel shopping experience in the new retail era.”

5. TamJai Yunnan Mixian

TamJai Yunnan Mixian has collaborated with fashion brand agnès b. to unveil a limited-edition set of chocolates for love birds this Valentine’s Day. 

Available from 14 February 2024, consumers can spend a heartwarming night at TamJai stores with their loved ones, indulging in the hot dish and the agnes b. chocolates.

Through this partnership, the sister brands aim to bring customers not only chocolate, but also a sense of ritual during the love season with the TamJai Yunnan Mixian hot dish series.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from TamJai said agnès b. is a brand associated with quality, style, and sophistication.

By creating unique experiences for customers with agnès b., this partnership aims to create a positive brand association, attracting new customers and increasing brand loyalty among existing customers, said the spokesperson.

5. Sushiro HK

Sushiro HK has gone out of the box to come up with a creative trendjacking post, which revolves around the remedies after pissing off girlfriends. "Yesterday was Valentine's Day, has anyone not bought anything for your girlfriend like me? Here are the ways to make it up to your beloved," the post reads.

The first solution is to buy a gift that one's girlfriend has been dreaming of having, followed by hugging and kissing her. Other solutions include praising one's girlfriend and telling her the truth that there are no presents.

Last but not least, the brand said boyfriends should treat their other halves a meal at Sushiro HK and get a taste of its latest product "Chocolate ice cream bar". The post has garnered 33 likes on Facebook. 

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