Hong Kong Market trendjacks Liverpool FC’s win leveraging Cantonese word play

Hong Kong Market has trendjacked Liverpool Football Club's recent Premier League win with the launch of "Beliverpool market" (利記不海鮮), a special concept zone playfully dubbed "海鮮波" in Cantonese. 

For years, Liverpool Football Club's remarkable performances earned them the Cantonese nickname "seafood wave" (海鮮波), a playful pun reflecting how the team formed ebbs and flows as unpredictably as seafood market prices.

In a conversation with MARKETING-INTERACTIVE, Agnes Lung, executive director and group chief marketing and digital officer, Uni-China Group, said this initiative offers a unique opportunity to spotlight its seafood products at Hong Kong Market. "By leveraging this trending topic, we have created buzz and launch our marketing strategy featuring 'fixed pricing' (劃一價) to combat the negative perceptions often associated with fluctuating "seafood prices" (海鮮價)."

"This timely approach not only boosts brand awareness but also drives traffic to our sales. By aligning ourselves with current connection with consumers, reinforcing trust and value in our offerings," she added.

Running from 26 May until 6 June 2025, Hong Kong Market is transforming its Tsing Yi Market into a football fan zone, featuring a photo spot where supporters can commemorate Liverpool FC’s Premier League triumph. To further engage Liverpool fans, price-sensitive and freshness-focused family consumers as well as members of Hong Kong Market, the brand hosted a special event on 26 May at Tsing Yi Market, featuring local actress Jeannie Chan alongside Hong Kong football stars Chan Siu Kwan and Ng Wai Him.

In terms of marketing strategies, Lung said the initiative is divided into four categories, with three seafood combo packs being introduced on-site at a fixed price of HK$98 per portion, creating a clear value proposition for customers seeking quality and affordability. 

Furthermore, Hong Kong Market's online e-shop features selected seafood items priced at HK$35, with an enticing offer of HK$1 for extra clams. This pricing strategy caters to different consumer preferences, ensuring the brand captures both everyday shoppers and those looking for special treats, said Lung. 

Exclusive pop-up photo spots and the "Beliverpool market test" (利記不海鮮真粉考驗) are also hosted to further engage visitors. The top two fastest and most accurate responders each day will win a "利記海鮮孖寶", featuring combinations such as sabah giant grouper with pond shrimp, phoenix-patterned shellfish, or scallops.

This interactive experience not only fosters community engagement but also generates buzz around the event, added Lung. "Participants stand a chance to win luxurious seafood sets, which enhances excitement and encourages social sharing, further amplifying our reach."

Celebrity involvement also attracted both fan interest and media attention, positioning its brand as a key player in the community and enhancing its credibility, she said. Hong Kong Market's loyalty programme also allows customers to redeem products with 150 points on the app, fostering repeat engagement and strengthening its relationship with its customer base. "This strategy not only rewards loyalty but also incentivises participation in our promotions, encouraging customers to return frequently and explore more of what we offer," she said.

Done in partnership with creative agency Hardchi Creative and PR agency The Bridge Agency, the campaign is amplified through engaging photo spots at Tsing Yi Market, complemented by POSM to enhance visibility; Hong Kong Market's online store, mobile app and social media. 

Lung said, "The richness of the Cantonese language offers a unique cultural touchpoint that we are incorporating into our campaign, aligning with our corporate culture of embracing sports. By tapping into the excitement of football fans, we are strategically trendjacking the city's hot topic, launching both online and offline promotions designed to attract new customers while demonstrating our creativity and responsiveness to community events - celebrating the league's glory alongside our fans."

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