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Market Place by Jasons celebrates little joys

A couple surprises each other with their pick of groceries; siblings dot each other’s noses with whipped cream; and a group of friends fight for the last piece of cake on the plate – these are just a few moments of joy Market Place by Jasons is striving to share with consumers this spring.

Launched last Friday in a minute-long TVC, an outdoor and online campaign, it serves to bring together city-goers with food.

“Hong Kong is a fast-paced place where people are often too busy to delight themselves or the people they care about,” said Julie Chiu, sales and marketing director of Market Place by Jasons.

“We want people to know that joy can come through the smallest moments that we sometime experience every day and can easily miss. It could be as small as doing a daily chore like going to the supermarket to buy your grocery.”

The online campaign, dubbed “Moments of Joy”, is a Facebook contest that lasts until 21 March, where fans can submit and embellish their photos with emoticons and phrases.

The top 30 most “liked” photos will receive grand prizes, while daily winners will be selected for cash vouchers and grocery items.

“Market Place by Jasons believes that the world would be a better place if our days were filled with little joys, and we want to be an enabler of little joy for everyone. We hope this campaign appeals to that emotion, and people can start touching the lives around them by spreading little moments of joy,” Chiu added.

“It is our endeavor to understand the moments that bring little joys to them and seek an opportunity to be part of their joyous moments in small ways.”

Grey Group was in charge of the creative concept, while UM and Edelman were the media and PR agencies in charge, respectively.

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