With mid-autumn festival around the corner, Kee Wah Bakery has launched a campaign to promote the joy of sharing.
Kee Wah, typically the biggest spender in the mooncake season, is spreading a message of "sharing happiness" and has added a charity element to this year's marketing push.
Last year advertisers spent HK$91.5 million to advertise mooncakes, down from a record of HK$93.4 million in 2011, according to admanGo.
"The mooncakes market in Hong Kong is consistently getting more competitive," said Karlson Wong, executive director of Kee Wah Bakery.
"What makes us stand out from all competitors is our authenticity and heritage."
"We are trying to build an emotional connection with customers,"
"This year, our emotional approach has shifted from storytelling narratives about family bonding, to a broader view - sharing with everyone. We added charity elements to differentiate ourself to other moon cakes providers," Wong added.
On Facebook, Kee Wah is encouraged fans to share the TVC by claiming each share will receive a moon cakes set, which can be donate to the elderly living alone.
The company partnered with E's Concept Communications and Vibegg. The campaign spans TV, print, outdoor, in-store and social media executions.