Dairy Farm expands McCann Worldgroup Hong Kong brief

McCann has worked with Dairy Farm's Wellcome Group for over 17 years. The agency will handle its through-the-line communication along with its sister media agency Universal McCann.

“Wellcome Supermarket is one of our longest-standing clients,” commented Spencer Wong, MD and ECD McCann Worldgroup Hong Kong.

“This relationship extension signifies trust and partnership, and signifies our understanding in the Hong Kong retail scene. MPJ is a very unique brand, and we are thrilled of the opportunity to help build a prestigious name for MPJ and to produce some ground-breaking work.”

MPJ, ThreeSixty and Oliver’s Delicatessan are the three specialtiy stores within Dairy Farm's retail portfolio, and its marketing efforts were originally handled by a smaller, undisclosed agency.

This upscale supermarket brand was first introduced by Dairy Farm's Singapore sister company Cold Storage, and came to Hong Kong in 2007. Since then it has expanded to 12 stores (including its flagship store in Repulse Bay), with more stores planned to be opened this year.

It also has market presence in Taiwan in upmarket locations such as Taipei 101 and Takashimayeh Mall in TianMu.