Hong Kong - Kee Wah Bakery will give a HK$10 million shot to its growing souvenir business, catering to the local gifting market.
A wide-ranging campaign has kicked off starring actor and Kee Wah Bakery regular Eric Tsang Chi Wai and will include prints ads, transit commercials on buses, trams and MTR stations as well as social media and online executions.
The purpose of the campaign, said Kevin Wong, managing director of Kee Wah Bakery, is to further help Kee Wah Bakery claim the moniker of "Souvenir of Hong Kong".
Wong said the initial idea of the souvenir business started in 2004 when he realised Hong Kong did not have an iconic souvenir like mochi in Japan or pork jerky in Singapore.
"From then on we decided to build up an exclusive souvenir line for Kee Wah Bakery to represent Hong Kong," he said.
He said the vitality and the happiness of the new TVC will help achieve this goal.
An interactive "Kee Wah gifts promotional truck" will circle around hotspots of Hong Kong until mid-July.
Visitors can take picture with a cartoon version of Eric Tsang Chi-wai statue, try out the brand's cookies and take away rewards by completing small games.
A Putonghua version of "this is a gift for you" was sweetly presented by one of a little actress at the end of the commercial to cater to the surging Chinese tourists.
"We see huge potential of Chinese customer market but primary customer for our souvenir business is still locals."
When asked about future marketing plans, Wong said they are eyeing cooperative business such as collaborations with airlines and hotel businesses.
Creative agency of the TVC is VIB EGG, while media was handled by E's Concept.