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Y&R Hong Kong rolls out the Tim Tam ‘Happy Truck’ for the holiday season


HONG KONG — Y&R is spreading happiness in Hong Kong this holiday season as the ‘Happy Truck’ hits the streets to relaunch chocolate biscuit brand Tim Tam.

The Tim Tam Happy Truck is giving away surprising gifts and free Tim Tams, island-wide for a 24-week period. Targeting high traffic areas on weekends, a major parade – comprising a huge truck and ten taxis – was held on Saturday 15 December 2012 at Causeway Bay, Wan Chai, Central and Mongkok.

“Sampling usually plays only a supporting role in the communication mix, so it’s an interesting change to place engagement with the product at front and centre of the campaign. It’s great that both client and agency are committed to focussing on the sampling events as the core platform of the Tim Tam relaunch in HK,” explained Y&R Hong Kong’s Director of Client Service, Eric Choi

Continued Choi, “Often for the launch of an international product into a new market, the strategy is to adapt global campaigns for the local market. But, given the cluttered market environment, we resisted the usual by choosing sampling and engagement as a far better way of raising awareness for Tim Tam’s relaunch into Hong Kong.”

Commenting on the new campaign, Heidi Nam, General Manager – HK & Taiwan, Campbell Soup Asia Limited said, “The Tim Tam Happy Truck is an interesting way to give out samples, after all tasting is believing, while enriching the experience with various interesting and surprising gifts and communicating the brand’s positioning of “Tim Tam is created with little ripples of happiness in every bite”.

Client: Campbell Soup Asia Ltd.
Product: Tim Tam
Campaign: Happy Truck
Creative Director: Patrick Wong
Art Director: Sammy Kwong
Copywriters: Ada Chan, Cherry Wong
DCS: Eric Choi
AAD: Arthur Chan
AE: Jenny Lai
Producer: Vonny Shing
Media agency: MEC
Production company: Finger + thinker / D Drive

About Y&R
Y&R is one of the world’s leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn’s most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Korea, Vietnam, Indonesia, Thailand, India and Malaysia.

The Y&R Philosophy – Resist The Usual
We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.


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