Wellcome taps Dickson Yu and Brendan to boost online grocery confidence

DFI Retail Group's supermarket Wellcome has launched a new integrated campaign to strengthen consumer confidence in its online fresh grocery service.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Wellcome said the initiative targets fresh grocery shoppers, with the goal of fostering full confidence among customers when purchasing fresh produce online via the brand.

Titled “Just as fresh online”, the campaign launched on 10 October, with a one-month launch marketing phase and plans for ongoing integration into the brand’s future strategy.

As part of the campaign, Wellcome has released a series of social videos. The first features Hong Kong actor Dickson Yu Tak-shing in a nostalgic spot inspired by 90s TV advertising. In the video, Yu plays multiple roles, including a customer receiving unsatisfactory fresh groceries from one service, followed by his experience with Wellcome's prompt and fresh delivery.

The second video features Brendan, an Australian influencer deeply embedded in Hong Kong's food culture. Speaking fluent Cantonese and dressed in traditional local attire, he outlines the advantages of Wellcome's online grocery service in the video.

The spokesperson noted that Yu and Brendan convey the brand’s freshness message through humour, aiming to make the content memorable and relatable to drive positive word-of-mouth and organic sharing.

The campaign idea is built around the punchy tagline, “only the freshest make it to your door" (惠你揀過鮮至送), and supported by three punchy call-outs: being handpicked by specialists, guaranteed peak freshness, and same-day delivery for orders placed by noon, according to the spokesperson.

To reach a wider audience, the brand has leveraged in-store point-of-sale materials (POSM), its own social media educational content, YouTube and display advertising as promotional channels.

Don't miss: Wellcome joins forces with 8 brands for limited-edition collections to celebrate 80 years

Early this month, Wellcome collaborated with eight consumer goods brands to launch exclusive limited-edition collections to celebrate its 80th anniversary in Hong Kong. The eight brands include Coca-Cola, San Miguel, VITA, Four Seas, Amoy, Glad, Dettol and Meadows. Each collaborating brand features a unique design of each product packaging, which collectively narrates the story of Wellcome's 80-year bond with the community. 

The packaging features classic Hong Kong street scenes rendered in a nostalgic, hand-drawn style by local artist No Paper Studio (無紙用). The illustrations depict elements such as Wellcome's iconic red truck, couples shopping for groceries in the supermarket, and beloved local landmarks such as the ifc, the Former Kowloon-Canton Railway Clock Tower, and the Hong Kong Observation Wheel.

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