Wellcome celebrates triple win for Anpanman and 80th anniversary campaign

Wellcome secured a major victory at the MARKETING-INTERACTIVE Marketing Excellence Awards Hong Kong 2025, claiming three accolades: gold for Excellence in Loyalty Marketing for the “Wellcome 80th anniversary integrated customer campaign”; silver for Marketing Leader of the Year for marketing director Irene Man; and bronze for Marketing Team of the Year. 

The “Wellcome 80th anniversary integrated customer campaign” earned the gold award for Excellence in Loyalty Marketing at MARKETING-INTERACTIVE's Marketing Excellence Awards Hong Kong 2025. 

Together, these honours recognise the supermarket’s dynamic approach during its milestone 80th anniversary year. As part of the wider celebrations, the “Wellcome 80th anniversary integrated customer campaign” leveraged the charm of Anpanman and his friends to transform everyday shopping into a more exciting, rewarding, and community-minded experience for customers across Hong Kong. 

Incentivising loyalty with Anpanman 

As a market-leading supermarket, Wellcome’s goal was to help customers save more and enjoy more while strengthening loyalty and boosting brand visibility. The Anpanman “Cute crew, let’s go!” campaign was designed to do just that – transforming the supermarket environment into an exciting shopping experience that families could look forward to. 

At the heart of the campaign was a redemption programme where customers could redeem exclusively designed Anpanman items – from picnic mats and eco bags to thermal flasks – created to be used and enjoyed together at home or outdoors. 

By tapping into a character that resonates across generations, the campaign turned grocery runs into shared family moments. Parents and children could collect and enjoy the themed merchandise together, deepening emotional engagement and reinforcing Wellcome’s role as Hong Kong’s neighbourhood supermarket of choice. 

Beyond the store: Connecting with the community 

The 80th anniversary campaign also set out to create joyful, memorable experiences that would bring families together and strengthen community ties. In-store activations and character appearances encouraged engagement and reminded customers that Wellcome is a destination for family fun as well as everyday essentials. 

The campaign featured the world’s first Anpanman-themed “Wellcome family run” at Hong Kong Science Park – marking the first time a redemption theme was extended into Wellcome’s signature sporting event. Bringing together fitness, play and character interactions, the run gave families a shared experience to talk about long after the finish line, while further elevating Wellcome’s appeal as a brand that understands how families live, shop and spend time together. 

Giving back was a core part of the campaign. Together with its long-term CSR partner Foodlink Foundation, Wellcome launched the “Breakfast buddies” initiative, donating 100,000 breakfast coupons worth HK$2 million to children in need. The programme promotes the importance of a healthy breakfast and balanced diet, empowering families while supporting children’s wellbeing in the community. 

Across the campaign, social media played a powerful amplifying role. Families shared their favourite Cute Crew rewards, in-store moments and race-day photos online, turning customers into enthusiastic brand advocates and extending the impact of the campaign beyond the supermarket floor. 

What’s next? 

Guided by its mission of “Always fresh, always value, and always here for you,” Wellcome takes pride and passion in offering a quality range of fresh products and great value to the communities it serves. As a market-leading supermarket, Wellcome will continue to innovate by delivering exceptional value and exciting shopping experiences that help customers save more and enjoy more every day. 

This article is done in collaboration with Wellcome.