Local cooking oil manufacturer Lion & Globe has embarked on a new branding journey to reinforce its image with a heart-warming video campaign which spans television, print, OOH and online media.
The oil brand this time has adopted an emotional approach for its new brand campaign which is very different from the storytelling in the past commercial.
Themed “The taste of home” (家的味道), the campaign looks to create strong consumer empathy towards the brand by showing how family members care each other through preparing dinner in a bid to provoke modern Hong Kong people to value the moments with their beloveds.
Its first TVC is about the relationship between parent and son. It shows that the parents prepare a meal for their son attentively every night; however, the son does not even attempt to communicate with them. One day, the son suddenly realises that his parents have become old and their sense of taste has deteriorated. At this moment, he realises the true meaning of each meal and at the end he prepares a meal for his parents in person to show them "the taste of home" in a heartwarming gesture.
The heart-touching film has netted over 700K views within 3 weeks since it was uploaded to Lion & Globe’s Facebook page and Youtube channel on the night of 6 April and positive comments were received.
In partnership with the newly-appointed media agency, Vibes Limited, Lion & Globe goes beyond the traditional way of media usage in the edible oil industry and has come over to drive heavy digital interactions and social communications with the audience in this campaign.
Besides traditional and online TV channels, the video is also supported by the true feeling sharing of the influencers and publications on social media to drive discussion among the community.
Lion & Globe has also extended the campaign communication and created digital games along with the CRM data collection. This brings together important first-party data and allows them to re-engage with the loyal customers.
Client: Hop Hing Group
Creative agency: Uth Creative Group Limited
Creative team: Ada Lo, Kit Hon, Cola Chan, Casey Tsang
Account management team: Desmond So, Winnie Yuen, Cathy Law
Media agency: Vibes Limited
Media team: Kenna Shum, Kent Yiu, Kin Law
Production: Core Film Production Limited
Director: Mulder Shen