HKTVmall’s ‘Wet Market Express’ via Dentsu Hong Kong aims to modernise fresh produce shopping

HKTVmall, the city’s largest online shopping mall, has partnered with dentsu Hong Kong to launch the “Wet Market Express” campaign, redefining how Hongkongers shop for fresh market produce. The initiative brings the best of Hong Kong’s iconic wet markets, ranging from premium seafood and meats to local vegetables and fruits, directly to customers’ doors at street-level prices, all on the same day.

Dentsu Hong Kong’s creative approach injects playful humour into the experience, using charming mascots and witty storytelling to spotlight the freshness of HKTVmall’s goods. The campaign videos humanise wet market ingredients and highlight the difference between good and mediocre produce, blending informative content with entertainment.

“Wet Market Express is a new way of living for Hong Kong consumers. We’re bridging tradition and technology, making it possible for families to enjoy the freshest market produce without leaving home. This campaign is about building trust and changing habits, showing that quality and convenience can go hand in hand. We’re proud to help redefine daily shopping for our city,” said Vivian Cheung, Head of Quick Commerce, HKTVmall.

“Our creative team wanted to capture the energy and soul of Hong Kong’s wet markets, but with a modern twist. By transforming market ingredients into lively, memorable mascots, we inject personality and fun into the shopping experience,” said Toby Hong, Associate Creative Director, dentsu Hong Kong. “We believe this playful approach not only entertains, but also reassures customers that HKTVmall is their trusted guide to the best the city’s markets have to offer.”

The campaign’s high-impact MTR 12-sheet domination across 36 stations ensures mass visibility, while TVC and digital content dramatize HKTVmall’s expert curation, creating a true “talk-of-the-town” moment that drives both awareness and conversion.

Credits
Dentsu Hong Kong
Associate Creative Director: Toby Hong
Associate Creative Director: Ronald Yiu
Senior Art Director: Kuga Ku
Senior Copywriter: Michael Mak
Senior Account Director: Tim Lam
Account Manager: Zoey Li
Media
Planning Director: Kitty Kwan
Senior Planner: Kenny Tam
Associate Planning Manager: Valerie Cheng