Link teams up with McDull to celebrate HK’s ‘Tastes of Home’

Link Asset Management has transformed 24 of its designated malls and fresh markets into interactive community hubs through a campaign featuring beloved Hong Kong animated icons, Mrs. Mak and McDull.

Titled “Savour the tastes of home in hundred ways,” the citywide campaign combines culturally resonant storytelling, offline character experiences, and community-driven activations to bring neighbourhood culinary culture to life across Hong Kong. The initiative is rooted in the belief that “The tastes of home is always at LINK,” celebrating the everyday moments, flavours, and human connections that define local life. 

Devised by creative agency Omelette Digital, the campaign runs from June to October 2026. It extends beyond a conventional retail promotion to become a culturally immersive platform. At the heart of the journey is the brand film featuring the iconic mother-and-son duo, Mrs. Mak and McDull, whose signature humour and heartfelt exchanges bring to life the emotional meaning behind the "tastes of home". 

The campaign combines IP-driven awareness with community-focused engagement to reinforce Link malls as the neighbourhood hub for community bonding while celebrating the warmth of local dining culture. It transforms this emotional connection into measurable foot traffic and sales across 24 shopping malls through data-driven local insights (via a citywide "Flavour Map" survey), character meet-and-greet events, social media engagement, and stamp-based reward redemption activities.

To connect closely with local communities, Link brought the characters offline via a series of surprise “McDull Meet & Greets” across selected venues, including Lok Fu Place, Tsz Wan Shan Shopping Centre, and Kai Tin Shopping Centre, creating memorable interactive experiences and photo opportunities for families and shoppers alike. 

The activation also features deep local community engagement, where residents are invited to become “Palate guides” to share their favourite hidden gems and eateries through a social content series celebrating word-of-mouth recommendations.

Additionally, Linkwill also roll out a “Weekly cooking inspiration” social media series featuring accessible, healthy recipes to reinforce the role of fresh markets in everyday life. Selected fresh markets will also host limited-time community activities. 

To drive consumer participation, shoppers spending at the 24 designated malls and fresh markets can redeem a range of exclusive merchandise and collectibles. More than 10,000 rewards are available, including limited-edition Mrs. Mak and McDull multi-functional tote bags and kitchen appliances. Customers also can win grand, year-long prizes, such as a 365-day TamJai Yunnan Mixian dining pass, German Pool home appliances, and a year's supply of TenRen Tea bubble tea.

As part of the campaign, Link also conducted a light-hearted “Tastes of Home” census across local neighbourhoods, gathering data from more than 6,000 respondents. The findings revealed that nearly 75% of respondents cook at home at least three times a week, showcasing the enduring importance of home-cooked meals. It also highlighted specific local palate preferences, showing that over 40% opt for less-sweet beverages, while almost 60% prefer a mild spice level for mixian. 

Together, these community culinary stories and insights paint a vivid picture of how food continues to shape daily routines, family traditions, and neighbourhood identities across Hong Kong. 

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