Wellcome debuts ‘Mr. and Mrs. Case’ to promote bulk buying

Wellcome has launched a whimsical new campaign, “Love in every case,” introducing a pair of cardboard-box mascots - Mr. and Mrs. Case - to champion the perks of bulk buying on the Wellcome App.

Developed in partnership with creative agency de goose, the campaign runs until 11 June. It aims to position the Wellcome App as the premier destination for case deals by emphasising three core pillars: value, convenience, and variety.

The campaign centres on a clever linguistic hook: “case love" (箱愛), a pun on the homophone “mutual love" (相愛). This playful wordplay is encapsulated in the tagline "Love in every case" (愛就成箱愛), designed to be both memorable and shareable.

Irene Man, marketing director of food (Hong Kong & Macau) at DFI Retail Group, told MARKETING-INTERACTIVE that the creative approach was designed to cut through the digital noise.

“We’re not shy about our big love for case deals, so we decided to tell a love story,” Man said. “‘Love in every case' is our playful twist on one of our customers' favorite ways to shop. We want to spotlight these benefits in a fun, memorable way. Think of it as a first date—once you try it, you'll love it right back (愛箱你是種緣份).”

To drive buzz and conversion, Wellcome is utilising a mix of "lo-fi" charm and high-frequency digital tactics. First, the campaign kicked off on Threads with lo-fi, "paparazzi-style" photos of Mr. and Mrs. Case taking wedding photos in the streets of Hong Kong to spark organic curiosity.

The brand is also rolling out "snackable" social reels and a dedicated melodrama series to engage digital communities and highlight the incentive of 20X yuu points on selected categories.

Online display ads and search engine marketing (SEM) are being leveraged to dominate search rankings for "case deals" and drive direct app conversions.

By humanising the shipping box, Wellcome hopes to transform the functional act of bulk shopping into an emotional, engaging brand experience that resonates with both loyal customers and a younger, social-savvy audience.

The initiative has garnered over 680 likes and 25 comments on Threads, a check by MARKETING-INTERACTIVE saw, with users praising the campaign’s cleverness.

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