Wellcome x 農夫 – 係堅價 Everyday Value 1st Anniversary Campaign

To mark the first anniversary of Wellcome’s 係堅價 (Everyday Value) programme, we asked a simple question: with value this real, who wouldn’t shop here? The answer was everyone. So we made sure the campaign said exactly that.

Feva created a cast of 13 distinct Hong Kong personas, the bodybuilder loading up on chicken breast, the K-pop fan who shops the trends on screen and on the shelf, the drama queen who cannot finish an episode without snacks, the couple turning a home dinner into a wagyu-and-champagne occasion, the savvy grandma who never walks past a buy-more-save-more deal. Each holding a different 係堅價 product, together they painted a portrait of the whole city. And the tagline we crafted said it best: 要乜堅有乜. Whatever you want, 係堅價 has it.

To amplify the energy, we brought in legendary HK rap duo 農夫 FAMA as the campaign’s voice, giving the anniversary a local credibility and street-level swagger that felt genuinely Hong Kong.

The campaign launched with a physical activation at Wellcome’s Quarry Bay store. The entire storefront window was blanketed in stickers, each hiding a one-time exclusive offer. Shoppers peeled them off one by one, and as the stickers disappeared, the full 係堅價 一週年 key visual was gradually revealed underneath. A campaign worth uncovering, literally.

#Wellcome #係堅價 #要乜堅有乜 #FAMA
1 w