Vitasoy taps KMB to form an extensive coverage for good sharing journeys

Vitasoy’s recent campaign, “Daily tasty food sharing journeys” (分享日嚐滋旅), in partnership with local creative agency ManyMany Plus, has proudly won the silver award for “Best Idea – Partnership/Sponsorship” at MARKies Awards Hong Kong 2025. The prize celebrates the remarkable success of the strategic brand collaboration between Vitasoy and Kowloon Motor Bus (KMB), which brought Hong Kong an immersive food journey experience that led consumers to “The next stop of Vitasoy x Local Food."

The campaign not only redefined brand partnership but also created a fresh, engaging way for consumers to connect with Vitasoy through the city’s beloved local food culture. 

Strategic brand match with KMB 

In today’s crowded media landscape, capturing consumers’ attention is increasingly challenging. To stand out, Vitasoy and KMB formed a strategic partnership to refresh their brand narratives and infuse storytelling into daily experiences. By leveraging KMB’s expansive out-of-home (OOH) network, both brands aimed to rejuvenate their image and create stronger consumer connections. 

Unite Vitasoy and KMB with food journey 

Vitasoy, known as the food companion for various occasions, and KMB, the daily transport companion moving consumers from one occasion to another, found common ground in the realm of food.  

By crafting three thematic virtual routes - “Daily breakfast line,” (日嚐早餐線) “Breaktime chilling line,” (放Break唞唞線) and “Gather to share line” (Gathering 分享線) - the campaign invited consumers to embark on flavorful journeys across Hong Kong, discovering signature local food shops paired with Vitasoy products. This innovative storytelling approach transformed everyday commutes into dynamic brand experiences, leveraging KMB’s extensive out-of-home media network to weave Vitasoy seamlessly into daily life. 

Tsim Sha Tsui bus terminal: 

The Tsim Sha Tsui Pier bus terminal was transformed into a Vitasoy-themed photo spot, featuring banners with hidden menu combos from the three virtual food routes. 

Bus stop stands: 

Over 200 bus stop stands showcased the closest local food shops on the virtual routes, prompting consumers to explore new food pairings in their daily journey. 

Exclusive Vitasoy x KMB food tour: 

A special one-day themed bus tour was created with a third-party media partner, offering fans a unique, immersive Vitasoy food experience. 

Ultimate lucky draw: 

The ultimate lucky draw was promoted across all channels, offering 300+ prizes and encouraging participation through receipt-based multiple entries to drive purchase and engagement. 

Unprecedented successful synergy 

Vitasoy brought KMB's brand presence to the trade and food service level. At the same time, KMB supported the campaign with an extensive media network, including the Vitasoy x KMB TST thematic terminus, bus stop stands, bus body ads, and four-sheet panels around Hong Kong. The synergy created holistic communication and opened up new channels for both brands that had never been utilised before, significantly enhancing brand presence and market penetration. 

The article is sponsored by ManyMany Plus.