Bite into bliss: Roundup of HK's creative mooncake campaigns

The Mid-Autumn Festival is a time for families and friends to gather and enjoy mooncakes, which symbolise unity and gratitude. Sharing these treats under the full moon creates cherished moments, weaving laughter, bonds and love into lasting memories.

This year, brands in Hong Kong are infusing their unique identities into mooncake designs, elevating the festive experience. From TruffleBAKERY's Japanese-inspired offerings to agnès b CAFÉ's elegant French interpretations and Pret A Manger's blending British classics into mooncakes, each brand weaves its essence into these traditional treats. This innovative approach honours the customs of the festival while showcasing the creativity of culinary artistry in the region.

As we explore the mooncake campaigns launched by various brands in Hong Kong, we’ll see how they blend tradition with modern flair. Let’s explore some remarkable mooncake initiatives from brands in Hong Kong, rounded up by MARKETING-INTERACTIVE for this Mid-Autumn Festival.

1. agnès b CAFÉ

French fashion brand Agnès b's café concept, Agnès b. CAFÉ, is celebrating this traditional holiday with a touch of French elegance this year.

Launched in Hong Kong for those who wish to celebrate the Mid-Autumn Festival in style, this mooncake gift box is adorned with the brand's iconic star motifs and features LED lights at the base. It can transform into a starlight lantern, casting a gentle glow reminiscent of a starlit night sky. Whether enjoying the full moon with loved ones or embracing the festive atmosphere indoors with friends, this starlight lantern enhances the celebration with a touch of elegance, creating a magical and warm reunion night.

Additionally, the gift box is crafted from eco-friendly softwood. This elegant and practical lantern reinterprets tradition with a hint of modern artistry, making it perfect for home décor or moonlit strolls.

Inside the gift box are eight mooncakes, featuring three signature flavours: classic egg custard, chocolate custard, and yogurt custard with strawberry. Each flavour is adorned with agnès b.’s iconic motifs - the signature “b.” logo, the Point d’Ironie design, and a hand-drawn heart symbol representing “share love”, elevating the entire experience.

2. Lady M Hong Kong

Cake boutique Lady M has introduced a “Jade rabbit lantern mooncake gift set” to celebrate a delightful Mid-Autumn Festival in Hong Kong and Macau, blending traditional symbolism with modern and timeless elegance.

As this year marks Lady M's 10th anniversary in Hong Kong, the brand has created this gift set to honour its inaugural lantern mooncake gift set. It offers a feast for both the eyes and the palate, infused with enchanting brilliance and timeless elegance.

A spokesperson from Lady M told MARKETING-INTERACTIVE that this mooncake gift set targets premium and upscale consumers, gift buyers, corporations, loyal customers, and festival celebrants in Hong Kong who appreciate artistry, tradition, and high quality in their festive offerings.

The jade rabbit lantern gift set is more than just a box - it’s a stunning lantern art piece, according to the spokesperson. With a gentle press, it emits a soft glow, depicting the jade rabbit exploring a magical wonderland filled with vibrant colours, festive motifs, and Mid-Autumn symbols - evoking a whimsical, Alice in Wonderland-inspired scene. 

In sophisticated pink and deep blue, accented with Lady M’s signature gold mooncake model, the design exudes luxury and elegance. The gift box is available in a six-piece set and an exclusive two-piece set for Hong Kong and Macau.  

The mooncake gift box is being promoted via Lady M Hong Kong’s social media channels, digital advertising, media partnerships, collaborations with celebrities and influencers, and in-store displays.

3. Pret A Manger

Pret A Manger has celebrated the Mid-Autumn Festival by transforming its signature British scones into mooncakes, blending Chinese and Western styles. This special offering, paired with a lantern, is exclusive to the Hong Kong market.

Available at all 25 of Pret’s locations in the city, the “Pret moon light scone lantern gift set” aims to celebrate the rich culinary tradition surrounding the Mid-Autumn Festival and Pret’s London heritage.

Eira Jarvis, Pret A Manger’s AMEA managing director, told MARKETING-INTERACTIVE that this festive offering reflects the brand’s commitment to honouring Hong Kong’s culture, a place where it has proudly operated since 2002.

The “moon scones” are designed to resonate with those who appreciate Pret’s London heritage, as well as those seeking local flavours, as the brand serves many of its beloved British classics from its locations around the world, while also localising our food and beverage offerings to best suit Hong Kong customers, according to Jarvis.

The festive set features a choice of an English scone in two flavours: salted egg, inspired by traditional mooncake filling, or Earl Grey, honouring Pret’s British origins. Both are paired with clotted cream and strawberry jam.

Meanwhile, the celebratory boxes feature traditional Mid-Autumn and London imagery, transforming into a keepsake lantern with an included electric candle. An additional drink voucher is valid for any of Pret’s organic coffee or tea drinks. 

The campaign's packaging and visual identity have been conceptualised by Pret’s in-house designer, Wing Cheung, and are utilised across all marketing touchpoints. The strategy primarily centres on in-store messaging and social media, according to Jarvis. For media and influencer outreach, Pret has collaborated with Ms. K Marketing Specialists, an agency known for its strong expertise in hospitality and food and beverage (F&B).

4. Ralph’s Coffee

In celebration of this cherished festival, Ralph Lauren’s hospitality brand Ralph's Coffee has incorporated its Polo Bear barista into its mooncake gift sets this year, allowing customers to purchase them as gifts to share festive blessings with loved ones.

Available throughout Greater China, Southeast Asia, and Thailand, the gift box draws inspiration from the classic telephone booth. It features the brand's signature green colour scheme, enhanced by warm lighting that brightens the reunion moment like a luminous moon. This design symbolises the heartfelt blessings exchanged with loved ones during the Mid-Autumn Festival.

Offering two exquisite flavors with three pieces each - lava egg custard and mocha coffee - the Ralph’s Coffee mooncakes are locally crafted to provide a soft and smooth texture, made using Ralph’s Coffee's signature premium roast.

Additionally, the gift box includes the signature Ralph’s Coffee BEAR-ista, a charming bear-shaped barista that brings a cozy warmth to the festive celebration.

MARKETING-INTERACTIVE has reached out to Ralph Lauren for more information. 

5. TruffleBAKERY

TruffleBAKERY, a Japanese bakery chain that has opened its first overseas location in Hong Kong, has launched an exclusive mooncake set for the city, delivering festive blessings to customers with a Japanese twist.

The brand's inaugural Mid-Autumn Festival mooncake set includes six mooncakes elegantly presented in a beautifully crafted wooden box featuring a floral knot design, all wrapped in a furoshiki cloth printed with plum blossom knots.

The mooncake gift box is designed with sustainability in mind, allowing customers to reuse both the wooden box and the furoshiki cloth, thus extending the holiday blessings.

Unwrapping the furoshiki cloth reveals a beautifully crafted wooden box. Inside, customers will find three "black truffle mooncakes" and three "black sesame mochi mooncakes", reflecting the brand’s commitment to blending premium European ingredients with local culinary traditions, creating an elegant and rich flavor for the Mid-Autumn Festival.

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