Link and Sanrio launch cartoon campaign at HK fresh markets

Real estate company Link and pop culture product makers Sanrio have partnered to launch a two-month event campaign at Link’s Hong Kong fresh markets.

Titled, ‘Link’s Fresh Markets x SANRIO CHARACTERS’, the campaign will feature statues of Sanrio characters dressed in cute costumes as store owners at seven designated fresh markets in Kowloon and the New Territories, in what they describe as a “‘kawaii’ parade.”

Running until 30 June, the campaign will attempt to attract consumers with the chance for kids to see some of their favourite animated characters, with several highlights to boost interest. On 28 April, the adorable duck character Ahiru No Pekkle will be making an appearance at  TKO Gateway to give away free hugs and pose for photos. Nam Cheong Place Market will also launch an exclusive Monkichi premium redemption programme.

Another notable part of the campaign will be a Mini Master Chef Contest held on 20 and 27 April at Wo Che market in Shatin. Bento specialist influencer Candace Mama will be providing demonstrations and judging the bento box creation contest. Special attention is likely being given to Wo Che’s market following its recent refresh and renovation by Link.

Speaking about the campaign Lorraine Chan, Corporate Affairs and Marketing Director of Link said, “The event is as much a delightful surprise for the public as an immersive educational initiative for the younger generation, as they can soak up local fresh market culture and healthy eating messages. There will also be activities allowing kids to unleash their artistic and creative talents.”