Glad HK recreates classic TV drama to engage cooking enthusiasts

Plastic wrap brand Glad Hong Kong has launched a localised campaign that taps into the nostalgia for the TV drama “Heart of greed” (溏心風暴), engaging with local cooking enthusiasts.

This comes as GLAD offers a product called GLAD Press'N Seal (佳能保鮮魔術貼), which utilises GRIPTEX adhesive technology to provide ultra-sealed fresh-lock performance. According to the company, although this product has gained popularity overseas and entered the Hong Kong market years ago, it remains relatively unknown, with some Hongkongers still opting to purchase it from abroad.

Also known as “GLAD 特約:《溏鮮風暴》第四十一集(大結局),” the three-week-long campaign is done in collaboration with local creative agency Durian HK. It targets local cooking enthusiasts, especially housewives.

To make the product culturally relevant, the campaign has recreated the classic TV drama “Heart of greed” on Threads by creating a "41st finale," since the original drama ended with 40 episodes.

This new chapter reunites two beloved characters, 鍾笑荷 and 鍾笑莎, portrayed by Louise Lee (李司棋) - the drama’s lead actress, a passionate home cook and genuine GLAD user who has organically featured the product in her content - and Kwanmoon (關門), a creator known for his spot-on parodies of “Heart of Greed", bringing authentic humor and a massive reach.

Through the characters 鍾笑荷 and 鍾笑莎 from the drama series, the reels launched on GLAD Hong Kong’s Instagram page convey the message, “Celebrate Mid-Autumn with overnight leftovers”. This story encapsulates the campaign’s core message: “Using GLAD Press'N Seal, even overnight leftovers taste just as fresh” (用佳能保鮮魔術貼包住，隔夜餸留到聽日都係咁 Fresh). The closing segment of the reel, which highlights key features and usage tips, is being looped on in-store point-of-purchase screens.

The Instagram reel has received a significant number of views and positive feedback from netizens, MARKETING-INTERACTIVE confirmed. It has received over 30,000 likes and 580 comments, with many netizens noting that the content is humorous and that the product is seamlessly integrated into the advertisement.

To sustain the momentum, the campaign has partnered with three creators to produce educational content, each spotlighting a core product feature, including food preservation, controlling the odour, and marinating meat.

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