Hong Kong – Wellcome has launched a new campaign, “Love in Every Case”, aimed at positioning its Wellcome app as a key destination for case deals, highlighting value, convenience, and a wider product assortment to drive customer engagement and purchases.
The campaign centres on framing case deals around value, convenience and assortment, positioning them as a core offering within the app’s retail proposition.
It introduces “Mr and Mrs Case” as a creative device to illustrate the concept, playing on the bilingual pun between 箱愛 (“case love”) and 相愛 (“mutual love”), anchored by the tagline “愛就成箱愛” (“Love in Every Case”).
The narrative-led approach is designed to differentiate case deals within a crowded retail environment and sustain consumer interest over the campaign period, which runs until 11 June.
To support rollout, Wellcome is using a mix of channels, including a teaser PR stunt on Threads featuring lo-fi wedding-style photos of Mr and Mrs Case; online display ads and search engine marketing (SEM) to improve visibility for case deals; and short-form social reels and melodrama-style content aimed at digital audiences, alongside promotion of 20X yuu point offers across selected categories.
Irene Man, Marketing Director of Food Hong Kong & Macau, DFI Retail Group, shared, “We’re not shy about our big love for case deals, so we decided to tell a love story.” ‘Love in Every Case’ is our playful twist on one of our customers’ favourite buys on the Wellcome app. We want to spotlight great value and benefits to a wider audience in a fun, memorable way. Think of it as a first date – once you try it, you’ll love it right back (愛箱你是種緣份!).”
