The six new TV spots feature a family of four in humorous every day situations. The family is playing a word guessing game, which visually dramatises Snowy Mooncakes' unique characteristics.
As the top mooncake seller in Hong Kong for 12 consecutive years, the campaign aims to deepen Maxim's market-leading position through emphasising the quality and value of their products.
"We want to attract a younger generation of consumers, and reposition Snowy Mooncakes, which has over 50 different flavours, as an all-year refreshing dessert rather than just for the Mid-Autumn Festival," said Stephanie Chan, marketing manager of the branded products division at Maxim's.
McCann Worldgroup has been working with HK Maxim's Cakes since 2009. Starcom is the media agency partner. The campaign, launched this week, will run until the eve of Mid-Autumn Festival in September.
Credits:
Project Maxim's Snowy Mooncake
Client Maxim's Caterers Ltd
Creative agency McCann Worldgroup Hong Kong
Creative team Spencer Wong, Danny Chan, Timothy Cheng
TV director Chan Man Chung
Media agency Starcom Hong Kong
Exposure Television, print
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