The mooncake face-off

Mooncake brands spent HK$82 million, a 66% year-on-year increase, to advertise mooncakes this year.

The data from admanGo, shows that in the five to eight weeks prior to the festival, adspend of mooncake campaigns jumped by 43% on last year with Maxim’s Caterer taking the throne with a growth of 20%.

Coming second and third place as top spenders are Kee Wah Bakery and Saint Honore Cake Shop.

Interestingly, however, non-traditional mooncakes, like those wrapped in ice cream, stepped up spending from HK$18 million in August 2012 to HK$30 million last month, almost en par with that of the traditional delicacy.

The total food industry dished out a total of HK$205m in August.

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