FamilyMart calls creative pitch for 25th anniversary campaign

Four agencies—WebGene (網路基因), JWT, McCann and Dentsu—have been invited to the pitch, scheduled for mid-June.

A source close to the client told Campaign Asia-Pacific that the campaign, which will be launched in Q4 this year, will have a strong digital and interactive focus to engage with customers, rather than  being for pure brand awareness.

The four agencies are already on the client’s creative agency roster, with McCann in charge of its in-store promotion, Dentsu its fresh food counters, and JWT its café business. WebGene is the digital agency.

Since opening its first store in Taiwan in 1988, FamilyMart, which is part of the Wei Chuan Foods Corporation (味全), has become a household name on the island. With more than 2,800 stores, it is the second-largest player in the convenience store sector in Taiwan, behind 7-Eleven. Its other competitors include Hi-Life (萊爾富) and OK Mart.