Maxim’s Cakes puts “Mr. Nice” in 45th anniversary campaign

The campaign includes a TVC (above), OOH and print components. The TVC, which has been airing on TVB Jade, J2, iCable, Now TV since 8 January, depicts four celebratory moments: a wedding, a child’s birthday, Mother’s Day and a wedding anniversary on a beach.

The campaign features the work of two well-known Hong Kong creative veterans: Bowie Yiu of Cot Ltd as the TVC director and celebrated photographer Wing Shya for the print campaign. Yiu's past TV work includes spots for Olympus, Luk Fook Jewellery and Hi-C Lemon Tea, while Shya served as cinematographer for many Wong Kar Wai films, including In the Mood for Love. 

Stephanie Chan, marketing manager of the Cakes & Bakery Division of Maxim's Caterers, told Campaign Asia-Pacific that in contrast to its past campaigns, which were mostly product-driven, this thematic campaign has a more emotional touch. 

The brand chose Cheung as its new brand ambassador thanks to his healthy appearance and ‘Mr Nice’ image, which appeals to everyone from children to housewives, according to Chan.

Starcom is the media broker. The TVC will also be running in the mainland market later this year. Maxim’s more than 170 bakery stores in Hong Kong and more than 100 in China. 

Client: Maxim's Caterers Ltd
Project: Maxim's Cakes & Bakery Division's 45th anniversary campaign
TVC director: Bowie Yiu of COT Ltd
Creative team: Ruby Yip, Ross Sit; Producer: Jenny Lee.
Print photographer: Wing Shya
Media agency: Starcom
Exposure: TVC, OOH, print, facbook