HONG KONG — Classic local cartoon pig character McDull puts on a wig and a dress. Then, pretends to do the toughest job in the world—being a mother.
This is the theme of the 30-second TV spot that DDB Group Hong Kong created for leading supermarket chain, PARKnSHOP under its newly launched brand platform of ‘Eat Fresh, Buy Smart.’
In the TV commercial, McDull shows how his mom Madam Mak, like all moms, can work all day and yet still know everything from where to buy the freshest food, to finding the best value and earning the most reward points, echoing the brand platform of ‘Eat Fresh, Buy Smart.”
“As an innovative, progressive and unique brand, PARKnSHOP understands its customers’ needs well. Being a mum is one of the world’s toughest jobs,” said Jessica To, Marketing Director of PARKnSHOP. “Our new campaign aims to show how PARKnSHOP offers value and freshness to give Hong Kong mothers the confidence to take care of their families.”
The integrated campaign spans TV, online viral video, print, POSM, in-store radio, and social media content.
“Through the use of McDull and Madam Mak, who represent the heart of the Hong Kong culture on the domestic front, we pay tribute to mums in a cheerful and light-hearted way,” said Francis Ching, Group Creative Director at DDB Hong Kong. “The use of 3D animation is an industry-first led by PARKnSHOP. We have also used a jingle sung by a children’s choir, taking an approach that is more appealing to Hong Kong kids and better connects with families.”
PARKnSHOP, alongside Watsons and Fortress, is the first of a series of new business wins for DDB Group Hong Kong in 2015 after a competitive four-way pitch.
DDB Group Hong Kong was appointed as the retainer agency for all three of A.S. Watson Group’s flagship brands to handle their full scope of business from brand thematic, own label to promotions, above-the-line, integrated, in-store activation and media events.
“We are delighted to have extended our retainer partnership with A.S. Watson Group. We’ve enjoyed a long partnership with PARKnSHOP over the last 22 years and we look forward to delivering more influential and creative solutions for all three businesses in the future,” said Irene Tsui, General Manager of DDB Group Hong Kong.
CREDITS:
Client: PARKnSHOP
Agency: DDB Group Hong Kong
Business Director: Max Mak
Associate Account Director: Desmond Li
Account Manager: Jennifer Kun
Group Creative Director: Francis Chung
Associate Creative Director: Yung Chan
Senior Copy Writer: Curry Mak
Art Director: Shadow Ng
Head of Broadcast: Annie Tong
Producer: Denise Wong
Producer: Chau Kam Chuen
