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Maxim’s launches new CNY campaign, revives childhood memories

With just less than a month ahead, Chinese New Year (CNY) is around the corner while various brands are launching new products or campaigns before the festive season. Hong Kong’s Maxim’s Group has launched a new campaign to celebrate the festival.

Themed “Be Childlike Heart Again In CNY Again!”, the campaign includes a TVC, digital video, OOH and BTL materials such as in-store decorations and leaflets. Aiming at passing down the heritage of Chinese culture, the campaign also reminds people of childhood memories.

“As the festive food products market leader, our mission is to pass down the cultural heritage of celebrating core Chinese festivals like CNY with happiness and enthusiasm, enrich the festive ambience to engage and inspire busy Hongkongers to spend a pleasurable and valuable time with their families and friends while enjoying delicious traditional Chinese pudding and pastries,” said Eve Leung, head of marketing, branded products, Maxim’s Caterers Ltd.

The brand has launched a video on its official Facebook page and OOH across MTR stations. Leung further explained the idea of the campaign as the company hoped to inspire people with simple pleasure.

“During our creative development with agency, the happiest CNY memories were all found in our childhood and therefore, we have utilised the childlike heart as the new CNY campaign theme. With the twins as the icon, (we would like to) remind and encourage everyone to be equipped with a happy childlike heart to enjoy and treasure the simple pleasures from all within,” Leung explained.

Kenneth Wan, partner Of The Bread Digital, said that children are suitable for reminding adults about what childlike heart is.

“We think children is the best reminder about what childlike heart is, especially in front of our parents at home. Although it was both challenging and fun to work with a pair of twins, this campaign carries a simple consumer insight that CNY is a period for us to “Go Back Home With Childlike Heart”,” Wan concluded.

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