7-Eleven bangs the drum with humorous new ad campaign

餓到打鼓 'So hungry like playing a drum’ is a colloquial Cantonese expression for having a hunger urge.

The new ad campaign, consisting of TVC, print and OOH, kicked off yesterday. It was created by Leo Burnett, with media partner ZenithOptimedia, and focuses on the ‘fresh and fast food’ that 7-Eleven offers in its more than 900 convenience stores in Hong Kong.

The TVC stars a 6-month-old tot named Summer, and marks the first time 7-Eleven has used a baby as a key icon in its ads.

A spokesperson for 7-Eleven told Campaign Asia-Pacific that in the recent past, the retail chain's ad campaigns have mostly been redemption promotions (for example, its partnership with the Hello Kitty and McDull cartoon icons), so the humorous and dramatic execution, not to mention the baby, are calculated to catch people's attention.

Popping into a 7-Eleven store for microwave food and snacks is popular among Hongkongers (especially students) at tea time, after school and work, and in the small hours, according to the company. "We want to highlight these shopping and eating habits through our ads with a humorous and dramatic twist," added the spokesperson, who did not want to be named.

With this new ad campaign, 7-Eleven has also launched an e-lucky draw with passbook.