Kee Wah Gifts is a major sub product line under Kee Wah bakery. It brings together Hong Kong’s favourite pastries, candies, mooncakes and Chinese tea, packaged in contemporary and iconic Chinese packaging designs. This sub-brand was launched in early 2000s and E’s Concept has been the appointed agency to handle the overall planning, publicity and event management of this sub-brand in the past 18 years.
They are the perfect gifts for friends, business associates and tourists, acting as ambassadors to spread Hong Kong’s food culture and traditional flavors to other countries.
WHAT WE DID
Concept Development | Publicity | Media Placement | Celebrity Management | Event Management
We have worked out the overall product positioning of Kee Wah Gifts as “The souvenirs of Hong Kong” and 香港終於有手信 with Kee Wah brand team. Given Kee Wah Gifts are the perfect gifts for friends, business associates and tourists that act as ambassadors to spread Hong Kong’s food culture, we have been introducing various publicity, media and promotional campaigns to communicate and reinforce the product positioning of香港終於有手信 throughout these years. Following are some examples:
Formed partnership with Ah Chung to re-design the packaging: A special partnership was formed with Ah Chung, a local Hong Kong illustrator, to re-design a series of packaging of Kee Wah Gift sets which embrace some signature Hong Kong icons and visuals that can represent Hong Kong’s food culture. The packaging design by Ah Chung was one of the ways to communicate the product positioning of “The souvenirs of Hong Kong” and “香港終於有手信”.
Formed strategic partnership with Ocean Park on the development of Old Hong Kong: Given the aim to position Kee Wah Gifts as ambassadors to spread Hong Kong’s food culture and traditional flavors to other countries, we have lined up a special partnership between Kee Wah and Ocean Park regarding the project of Old Hong Kong. The Kee Wah shop at Old Hong Kong of Ocean Park is decorated in a retro style aiming to communicate the food culture of Hong Kong. We also lined up with Kee Wah team to introduce different variations of Kee Wah Gifts with packaging design in traditional and vintage style to further reinforce the product positioning of “The souvenirs of Hong Kong” and “香港終於有手信” on a continuous basis.
Deployed a custom-made media strategy to reach tourists in HK: We have also initiated and negotiated some custom-made media channels to reach different tourists for Kee Wah Gifts campaign. Examples of these channels include arranging tailor-made message advertising at build-in mobile phone at hotel room; placing promotional ad at tourist guide book to reach the tourists at China, TW, Korea and Japan; organizing Kee Wah Gifts experiencing tour for travel bloggers or KOL from Asia countries; negotiating some unique media program and itinerary related to local travel agents.
Publicity of festive promotion/ special character promotion: Kee Wah team will develop special packaging of Kee Wah Gifts leveraging on different festive seasons or some unique animal characters that is closely tied to Hong Kong throughout the year. We have been arranging various publicity tactics to generate the news of each festive promotion and the special character promotion.
WHAT WE ACHEIVED
Kee Wah Gifts have become one of the iconic sub-product line of Kee Wah bakeries now. The overall product positioning as “The souvenirs of Hong Kong” and “香港終於有手信” is quite well received in Hong Kong and among tourists.