Fresh produce gets a playful twist in HKTVmall campaign with dentsu Hong Kong

Hong Kong – HKTVmall has teamed up with dentsu Hong Kong to launch a new campaign that adds a playful twist to buying fresh produce online.

Titled ‘Wet Market Express’, the campaign features mascots and witty storytelling to highlight the freshness of HKTVmall’s products. The videos give personality to wet market ingredients, illustrating the difference between high-quality and mediocre items while blending informative content with entertainment.

The campaign also underlines HKTVmall’s role in providing convenient, same-day delivery of Hong Kong’s premium seafood, meats, and local vegetables and fruits at street-level prices.

“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 at HKTVmall.  

To maximise visibility, the campaign includes a high-impact MTR 12-sheet rollout across 36 stations, while TV and digital content showcase HKTVmall’s curated selection, generating public attention and encouraging engagement.

Toby Hong, associate creative director at dentsu Hong Kong, shared, “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.” 

She added, “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.”