Snakes alive! Roundup of CNY campaigns for HK consumers

As we inch towards the Year of the Snake, the marketing industry is tapping into the festive spirit to connect with customers and share blessings, with brands across the region rolling out lively campaigns in celebration.

For example, Apple has taken viewers on a journey of finding love through the lens of its iPhone 16 Pro with a Chinese New Year campaign called "I made a mixtape for you" (想和你一起聽聽歌), which was entirely shot on the tech brand's latest iPhone 16 Pro and follows a young man by the name of Wei. Meanwhile, Pizza Hut Hong Kong has showcased its creative approach to festive dining, blending traditional Chinese delicacies with modern pizza craftsmanship. 

In our Chinese New Year roundup, MARKETING-INTERACTIVE has gathered a selection of the campaigns we've come across to add a touch of entertainment and creativity to the upcoming holiday season.

Apple 

Apple is taking viewers on a journey of finding love through the lens of its iPhone 16 Pro. Its latest Chinese New Year campaign titled "I made a mixtape for you" (想和你一起聽聽歌), is entirely shot on the tech brand's latest iPhone 16 Pro and follows a young man by the name of Wei.

At a reunion dinner, Wei is bombarded by questions about his dating life by his relatives, who said that finding someone is not that complicated. He learns from a relative that his father courted his mother with just one mixtape, to which Wei responded "That was the nineties, not now." 

Wei storms off into his room and plays a mixtape he found titled "For my little rose". As 90s dance music begins playing, Wei is transported into a dance club in the year 1994. He watches as people dance in synchronised movements and bright neon clothing. The film later introduces a second character, Man, who is at the club with her friends. Man plans to bring a boy back home for Chinese New Year to avoid questions about her dating life. 

The campaign is created with TBWA\Media Arts Lab Shanghai and is directed by The Greatest Showman's Michael Gracey. Gracey also worked with Oscar-winning cinematographer Erik Messerschmidt, Hollywood choreographer Ashley Wallen and Shanghai screenwriter Wu Jue Ren. It aims to capture the advanced camera capabilities of the iPhone 16 Pro. 

Mannings 

In celebration of the upcoming Chinese New Year, Mannings launched a meet-and-greet flash event featuring the Mannings cat at 10 stores across Hong Kong.

Themed "Gifts worth giving" (送心意 大健事), the campaign was done in collaboration with PR agency L Concept Communications. It aimed to encourage consumers to reward themselves after a year of hard work and express warm gratitude for the care and support they receive from their loved ones. For five consecutive days, from 15 to 19 January, Mannings launched the "Meet, greet and gift with Mannings Cat" (萬寧貓 送心意 大健事 快閃拜年團) flash event, where the fluffy, life-sized Mannings cat appeared at 10 designated Mannings stores for the first time.

Topped by a plump tangerine in a Chinese pun for "great luck and fortune" (大吉大利), the brand mascot was dressed in red for this festive tour of Hong Kong, spreading goodwill at Mannings stores in Causeway Bay, Tai Koo, Tseung Kwan O, Sha Tin, Sheung Shui, Yuen Long, Mong Kok, Tsim Sha Tsui, Tuen Mun and Tsing Yi. 

Octopus Cards

Octopus Cards is distributing HK$68.8 million in red packets to encourage citizens to spend locally during the Chinese New Year and support Hong Kong's shift towards becoming a cashless city.

This distribution of the red packets will span the longest period and include the most eligible spending points ever. Octopus Cards said that based on previous promotional activities, users typically see a spending increase of 30% to 50%. The red packet giveaway aims to result in a two to threefold increase in user spending during the Chinese New Year period.

Starting 27 January until the end of February, Octopus Cards is handing out HK$1.2 million red packets over 33 consecutive days, totalling HK$8.88 million, along with over HK$60 million in merchant offers. Users can receive up to HK$88 in red packet money.

More than 25 merchants are participating, including chain restaurants such as McDonald's, Maxim's MX, bakeries such as Maxim's Cakes and Arome Bakery; supermarkets such as ParknShop and Mannings; and other stores such as 7-11, Circle K and Japan Home Centre (JHC).

Pizza Hut Hong Kong 

Pizza Hut Hong Kong has launched a campaign highlighting its creative approach to festive dining, blending traditional Chinese delicacies with modern pizza craftsmanship. 

This latest initiative follows Pizza Hut's tradition of introducing innovative limited-time offerings that combine creative product development with engaging storytelling to connect with Hong Kong diners. It features Pizza Hut’s new soy-braised abalone cheesy-8 pizza (醬漬鮑魚八芝批), bringing together premium Chinese ingredients with its signature stuffed crust in an innovative east-meets-west creation.

Done in collaboration with local creative agency SO DON’T BORE, the campaign is running from 16 January to 19 March. It centres around two characters, including 鮑大人, inspired by the historical figure Bao Qingtian and representing the premium abalone ingredient; and the Grand Cheesemonger, who embodies the new cheesy-8 stuffed crust made with a blend of eight different kinds of cheese.


Tiffany & Co.

Tiffany & Co. has partnered with multidisciplinary artist Oscar Wang to celebrate the Year of the Snake with a new collection. 

Invited by the luxury jeweller to reimagine the brand’s iconic codes with his signature design language, Wang envisioned a unique motif and limited-edition gifting objects for global release during the new year period. Inspired by the craft of ceramics, the artist unites the symbology of the snake and the infinite loops of the figure 8 to create a visual identity with contemporary resonance.  

As part of the collection, the central motif features a heart-shaped infinity sign that traces serpentine curves in the shape of a heart – a homage to the brand’s famed Open Heart design which champions the spirit of love. The mirrored pattern intimates two hearts coming together, cojoining into a figure of eight, a number which symbolises wealth and fortune in Chinese culture. 

Wellcome Supermarket

Wellcome Supermarket, a retail brand under DFI Retail Group, has launched a new campaign to bring energy and joy to consumers in Hong Kong this Chinese New Year.

Also known as "Fresh beats, festive feasts" (咁鮮係過年), the campaign is done in collaboration with creative agency One Cool Punch, PR agency Boxing Promotions and media agency OMD. It aims to resonate with a wider audience using humour and engaging storytelling, particularly targeting mass younger demographics. The campaign features local singer Jay Fung as the brand's new ambassador, accompanied by actors Tony Wu and Angela Yuen. 

Launching in phases throughout January, the campaign has featured two social videos to highlight Wellcome's wide product range, convenience and fast delivery. The first video captures the excitement of preparing for a festive feast at home, while the second demonstrates the convenience of the Wellcome app, allowing customers to easily shop for all their Chinese New Year essentials online, including festive ingredients, cases of fruit, gift items, and wine.

Related articles:

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Apple's CNY shot on iPhone 16 film is a nostalgic, dreamlike musical
Mannings celebrates CNY with flash coupon giveaway