Dentsu Hong Kong rebrands Garden bakery’s bread series with new campaign

Garden, a Hong Kong bakery with a heritage spanning over 90 years, and dentsu Hong Kong have partnered to create this rebranding campaign. At the heart of this initiative is a TVC featuring enthralling vocals of local singer Cloud Wan.

The TVC sheds light on Garden’s new revitalized bread series, which includes Life Bread, Sandwich Bread, and Crustless Sandwich Bread. Accompanied by a theme song that emphasizes the campaign tagline of “Enhanced formula for a healthier choice.”

“Dentsu Hong Kong has played a crucial role in merging creative and media solutions to create a seamless customer journey for Garden’s brand rejuvenation,” said Diana Tam, Managing Partner & Director of Operations, Dentsu Creative Hong Kong. “We are confident that this collaboration will bolster Garden’s brand visibility and resonate strongly with all our target audiences.”

“Through the catchy campaign theme song, we highlight the upgraded formula of our bread series but also echo our brand purpose of ‘Baking Happiness into Your Life,’ says Wallace Chow, General Manager of Marketing, The Garden Company Limited. “This approach not only helps us connect with a younger audience and make the Garden brand more relatable to the vibrant spirit of Hong Kong but also reinforces Garden as a life companion for people from all walks of life.”

Credits
The Garden Company Limited
Director of Corporate Marketing: Laura Cheng
General Manager of Marketing: Wallace Chow
Senior Product Manager: Ivy Chui
Product Manager: Ray Chak
Marketing Officer: Jacky Liu
Dentsu Hong Kong
Creative: Keith Liu, Toby Hong, Ronald Yiu, Matthew Leung, Kaye Wan, Breinard Ng
Strategy: Ken Seto
Account Management: Diana Tam, Bethany Yiu, Shirley Shum
Media: Wai Chung Au, Polly Ip, Kitty Kwan, Dorothy Chan, Wilson Li