Jenny Chan 陳詠欣
Jun 5, 2014

Market Place by Jasons engages same-name celebrity for 'creative food plating'

HONG KONG - Upmarket grocer Market Place by Jasons is inviting fans of local actor Jason Chan (陳智燊) to illustrate themes of self-achievement, family, friends and love by mimicking the celebrity's 'creative food-plating' in a new campaign.

wide player in 16:9 format. Used on article page for Campaign.

The gourmet grocer is continuing its ‘Add a Little Joy’ campaign from 2013, as the brand believes that food can be a "great catalyst for sharing and spreading joy at all times", according to Julie Chiu, sales and marketing director for Market Place by Jasons.

That is the core premise of this year's ‘Joy on a Plate’ campaign, which invites customers to arrange fresh food items as creatively as possible on a plate. The incentives: prizes worth around US$5159 (HK$40,000) and having their 'joyful plates’ showcased in an e-gallery.

Kicking off today through a TVC (above) and continuing over a four-week period, the campaign will run across print and online media (Facebook), outdoor (MTR) and digital channels (myTV mobile app). The campaign also has a CSR aspect, in which the store will donate HK$2 to Orbis, a sight-saving and blindness-prevention charity, for every purchase of a limited-edition ‘joyful plate’ created by a local designer.

Each week, Chan, along with another celebrity, actress Sharon Chan (陳敏之), will share a plate each (see below) illustrating their personal life stories and memories based on different themes. Fans, of course, will be invited to like their favourites on Facebook.

Market Place by Jasons launched in Hong Kong in 2007 as an upmarket offering. It currently operates 27 stores.

 
Source:
Campaign Asia

Related Articles

Just Published

23 minutes ago

Former AKQA boss Ajaz Ahmed launches shop to ‘rival ...

Studio.One makes its debut with several ex-AKQA staffers.

7 hours ago

Women to Watch 2024: Shilpa Sinha, McCann Worldgroup

Sinha’s strategic leadership at McCann Worldgroup unites cultural insight with creative impact. She also advocates for inclusive representation across regional and global work.

7 hours ago

Former McDonald's marketer Eugene Lee joins Chagee ...

Earlier this month, the Chinese milk tea brand's Nasdaq debut boosted its valuation to US$5.95 billion.

9 hours ago

The ‘unflushables’: Sydney Water prints PSAs on ...

A new campaign hits toilet cloggers in Sydney at the scene of the crime, via messaging on toilet rolls. What does Ad Nut make of all of this roll-play?