Wellcome celebrates neighbourhood spirit with iconic red trolley

Local supermarket chain Wellcome has launched a new campaign celebrating its identity as a neighbourhood supermarket, featuring its iconic red shopping trolley.

Also known as “Wellcome x 18 districts,” the campaign extends Wellcome’s “Everyday value” price-lock programme (係堅價) launched in September. It resonates with Hong Kong's spirit of tenacity (堅), embodying this concept through bold, confident strokes that reflect grit and resilience—qualities that mirror the brand's commitment to providing quality, value-for-money products to its customers.

A spokesperson from Wellcome told MARKETING-INTERACTIVE that, since the brand was launched 80 years ago and has been part of Hong Kong’s story for generations, the campaign aims to celebrate the unique heartbeat and character of each neighbourhood, highlighting how families have shopped with Wellcome for many years.

As part of the campaign, 18 visuals follow Wellcome's iconic red shopping trolley as it journeys through the city’s streets and alleyways, highlighting how the supermarket has cared for the daily needs of neighbourhood residents with quality, fresh ingredients. The visuals feature aspects such as 24-hour store operations and a wide variety of goods that allow customers to elevate their lives.

According to the spokesperson, out-of-home (OOH) media, including tram shelters and Wellcome’s own storefronts, are being utilised to create impactful awareness. The 18 visuals are now displayed at selected stores across Hong Kong and are also featured in tram shelter advertisements in Causeway Bay and Tin Hau.

Meanwhile, a 30-second video created with generative AI has been released on Wellcome’s YouTube channel, featuring the brand's red trolley as it traverses various streets and alleys. The video highlights how Wellcome delivers everyday value and fresh discoveries for consumers.

To amplify the reach, the campaign has launched an Instagram game on Wellcome’s page, inviting customers from all 18 districts to vote by liking the post featuring their favourite district. Voters from the winning district will receive a special 12% discount code for use on the Wellcome online shop “click & collect” service. The game runs until 29 November.

Additionally, Wellcome has partnered with digital creators to showcase the distinct character of local Wellcome stores through their lens.

Irene Man, marketing director, food Hong Kong and Macau, DFI Retail Group, said: “It is the pride of being ‘your local Wellcome’ and the simple joy of pushing a Wellcome trolley that inspires the campaign. Food sparks joy and connects us all. We took our iconic red trolley across the city to capture unique stories from 18 districts and create 18 visuals.”

“These photos represent the daily moments we share and the communities we serve - an extension of our ‘everyday value’ price-lock, designed for everyone in Hong Kong,” she added. 

Don’t miss: Wellcome locks in low prices across 100 essentials to combat inflation

Back in September, Wellcome united all Hongkongers to combat inflation with its "Everyday value" price-lock, which fixed low prices on 100 essential items.

This comes as Hong Kong’s overall consumer prices have risen by more than 20% over the past decade, according to the Census and Statistics Department. Food prices have increased by an average of 3.1% a year, and in the first half of 2025 the Composite CPI was 1.7% higher year on year – pushing up household living costs.

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