Results and Effectiveness

The communication activity exceeded MPJ’s business objectives, as Synovate’s ad tracking results indicated that over the four-week campaign, brand awareness increased by 13%, and positive feedback by 11%,. Key attribute brand scores demonstrated encouraging results for consumer awareness and attitudes, with a 16% rise in the perception of quality food, 12% for a pleasant environment and 9% for value for money. We experienced sales growth of 22% and a 5% spike in consumer visits. The collaboration with American Express and Citibank resulted in a 158% and 150% increase in sales respectively.

Creative Execution

We took a bold and unique approach to boosting the effectiveness of our comprehensive campaign. For the most impactful approach, we displayed eye-catching images of both our products and the luxury retail experience in our TVC and newspaper advertisements. A particularly effective strategy involved sponsoring the number-one-rated “Apprentice Chef” show, and introducing the ingredients by showcasing mouth-watering recipes. These visuals were supported with images of the inviting layout and warm atmosphere of MPJ outlets. To capture the attention of the city’s gourmands, we advertised in transits vehicles such as buses, trams and vans, and on large-scale billboards in prestigious locations, including the striking 76-metre sign at Hong Kong MTR Station, which averages daily traffic of 500,000 people. To complement our positioning of affordable luxury, we partnered with American Express and Citibank, credit cards favoured by today’s affluent spenders, to establish our position as key players in the market.

Insights, Strategy and the Idea

Four years ago, Market Place by Jason (MPJ) was launched with the vision of providing the ultimate shopping destination for culinary-savvy consumers seeking high-quality produce at affordable prices. The first store opened to rave reviews and the concept rapidly expanded to 15 retail outlets. Considering the widening gap between high-end deli and the mass supermarkets in Hong Kong, we see the opportunity to further our growth through building an emotional connection with consumers, inspiring loyalty and encouraging recommendations. Hence we launched a campaign in May 2011 that targeted an audience which crave luxurious, yet affordable, goods. It was important to be positioned as not “just another luxury International supermarket”, but as a lifestyle choice for the contemporary, family of connoisseurs who genuinely look for inspiration to cook and eat well. We created a ‘lifestyle supermarket’ brand image that customers could relate to and recognise as a stamp of quality.