Dentsu Hong Kong creates gaming-inspired rebranding Cream Bun campaign for Garden

Garden has teamed up with Dentsu Hong Kong for the first time to strategically retarget the brand to a younger audience. The partnership is an integrated, creative plus media solution offered by the agency group that begins by launching a new Cream Bun flavour, and from there to refresh the traditional image of the bakery line and shift its media presence to digital in order to boost relevancy with modern consumers.

For 30+ years and counting, Garden’s Cream Bun collection has pleased all ages by being a constant and subtle support of their daily hustles. The campaign message needs to re-emphasise the notion of being Hong Kong’s people steady support and bond with the younger generation. Hence creatively, it adopts a fun gaming storyline to depict how consumers overcome hurdles every day and gamer catchphrases like “carry”, and for the first time with Dentsu Hong Kong, the campaign heavily invests on planting its content online beyond just traditional TVC and OOH, including social media, YouTube and programmatic ad placements to speak the language of their target audiences.

“Through this campaign, we hope to turn a new page for our long-established bakery line as well as our brand.” Said Wallace Chow, General Manager of Marketing, The Garden Company Limited. “The Garden Company Limited has always been here to support everyone’s thick and thin. Over time, our product messaging needs to be repackaged to sustain our brand momentum and stay connected with modern aesthetics. We are excited for new heights to come.”

“We are proud to have Garden as our new client.” Said Diana Tam, Business Director, Dentsu Creative Hong Kong. “This campaign again demonstrated Dentsu Hong Kong’s unique capability as an integrated agency network to offer an insight-driven, creative plus media solution for our partners. We are looking forward to the more ventures ahead.”

Credits
The Garden Company Limited
Director of Corporate Marketing: Laura Cheng
General Manager of Marketing: Wallace Chow
Senior Product Manager: Ivy Chui
Product Manager: Steven Cho
Dentsu Hong Kong
Creative: Chester Tang, Dennis Tang, Yannes Yim, Chuek Lun Chan
Strategy: Jude Leung
Account Management: Diana Tam, Bethany Yiu, Shirley Shum
Media: Wai Chung Au, Natalie Chan, Irene Chan