Wellcome locks in low prices across 100 essentials to combat inflation

Wellcome has united every Hongkonger to combat inflation with its “Everyday value” price-lock from 5 September, fixing low prices on 100 everyday essentials.

This comes as Hong Kong’s overall consumer prices have risen by more than 20% over the past decade, according to the Census and Statistics Department. Food prices have increased by an average of 3.1% a year, and in the first half of 2025 the Composite CPI was 1.7% higher year on year – pushing up household living costs.

Aligning with the brand mission “Always fresh, always value, always here for you”, the initiative spans fresh food and groceries – including vegetables, meat, bread, eggs, milk and more – with savings of up to 40%.

Customer favourites include no-hormones-added chilled yellow chicken, Polish no-hormones-added mid-joint wings, red tomatoes, Nongshim Shin Ramyun (Korea), CP fresh large eggs (Thailand), Kowloon Dairy fresh milk, amongst others.

Selected fresh items will also come in larger packs at no extra cost, so customers get more for the same price. This “Everyday value” price-lock represents a dedication to customers, highlighting Wellcome's unwavering commitment to bringing customers great value and high-quality fresh food.

Furthermore, selected fresh produce now comes in Extra Value Packs – same or even lower prices with more per pack. Items include marrow melons, potatoes, tomatoes, carrots, French beans, onions, garlic and ginger.

Running until 31 October, Wellcome will continue to provide a variety of fresh food and daily necessities based on customer feedback, lock in low prices, and continue to serve the community by staying close to their needs.

As part of the campaign, Wellcome has collaborated with a local young calligrapher "Momography House" (巫墨筆歡) who crafted the campaign title in original ink-brush calligraphy, said a spokesperson from Wellcome.

The Chinese character 堅 (Gin1), featured in the title, carries rich semantic meaning and is expressed through bold, confident strokes that reflect grit and resilience—qualities that mirror the brand's steadfast commitment to delivering quality, and value-for-money products to customers. 

“The calligraphic campaign title is paired with a key visual featuring a classic Hong Kong neon scene, showing Wellcome’s roots in Hong Kong and our commitment to always staying close to our customers and serving the community,” added the spokesperson.

In terms of marketing strategies, the campaign has leveraged clean and bold in-store communications, including impactful POSM with volume product displays, to create massive awareness and drive conversion in proximity. The brand has also utilised the show windows of its high-traffic stores, such as Causeway Bay, as a highly efficient advertising platform.

This strategy moves beyond a simple price initiative to create a culturally resonant campaign that pays homage to authentic Hong Kong, added the spokesperson. “It features a catchy and memorable programme name based on Cantonese slang (堅, Gin1). This establishes a light-hearted tone while showcasing the grit and confidence behind our everyday value price promise.”

The campaign will also be promoted via snackable social videos and influencer marketing to drive buzz and word-of-mouth.

When it comes to returns on investment (ROI), the spokesperson said store traffic and conversion will be measured, as well as merchandise preference and sales growth. Customer awareness and feedback will be measured in post-launch research.

Irene Man, marketing director of food Hong Kong and Macau, DFI Retail Group said, “The Everyday value (係堅價) programme is for our customers in Hong Kong, and we are bringing it to life in a distinctly local style. We not only communicate clear savings and a price promise but also use creativity and a light-hearted tone to foster a dialogue.”

“The programme's name is inspired by Cantonese slang, reflecting grit and authenticity, which has enabled us to generate highly shareable social content. The use of classic Hong Kong neon sign aesthetics celebrates local culture and reinforces Wellcome's identity as a neighbourhood supermarket,” she added.

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