Kee Wah is a Chinese traditional bakery in Hong Kong, serving cakes for seasonal holidays and life events for over 70 years. The bakery is recognized as the place to go to for Chinese traditional foods for both locals and tourists alike.
“We are in an industry that is very competitive and the sales window for seasonal food is very short. For Kee Wah, our goal is to make sure we are on top of the consumers’ mind during these periods,” says Karlson Wong, Executive Director of Sales and Marketing at Kee Wah.
Embracing Core Brand Values in Its Campaigns
To stay on top of consumer’s minds during festive periods, Kee Wah invests in TV Commercials, print ads as well as social media to interact with its younger customer groups on a personal level. One of Kee Wah’s successful social media campaigns was conducted in September 2011. For every new fan on their Facebook Page, Kee Wah provided mooncakes to nursing homes in need. This campaign received good feedback locally and helped to increase their fan base 24 times in just three weeks.
“For Kee Wah, we are a local heritage brand and we pride ourselves with its ties with Hong Kong”, says Wong. Apart from investing in media, Kee Wah manages to build awareness through its unique partnership with the famous theme park, Ocean Park. Ocean Park has a section called “Old Hong Kong” which stylishly resembles Hong Kong in the 1950s era, featuring images and design that create feelings of nostalgia. Kee Wah runs a retail store in “Old Hong Kong,” which helps to amplify Kee Wah’s core branding value as a heritage brand. Since the partnership has been so successful, the bakery has launched special snacks for its store in Ocean Park as well as Panda mooncakes for Mid Autumn Festival last year, which has also been a big hit.
Benchmarking Marketing Results
To keep track of all the feedback and mentions they have across various channels, Kee Wah uses Meltwater’s digital media monitoring services to look into what is being said and published across both online media and social media. Using Meltwater, Kee Wah is able to understand if they have managed to be on top of consumers’ minds during the festive seasons via media mentions as well as reviews and social media conversations about their products.
About Kee Wah Bakery
Kee Wah, established in 1938, is a traditional family operated company with modern management style that strives to preserve the long tradition of Chinese pastries while at the same time adheres to the philosophy of high quality and hygiene standard demanded by modern day customers.
When Kee Wah first opened for business, it was only a small neighbourhood grocery store on Shanghai Street in Yau Ma Tei. However, with the hardwork of Mr. Wong Yip Wing, the founder and his workers, the business began to grow in size, diversifying to include other products such as bridal cakes, mooncakes and pastries. Meanwhile with its strict adherence to quality, the Kee Wah brand gradually gained a solid reputation and became synonymous with quality. In addition, it adopted automated production technologies and established its own production plant for better product quality. Kee Wah also went through an image overhaul that included changing the corporate identity, product packaging and outlet interior designs. It further strengthens Kee Wah as a trendy and stylish patisserie that enjoys international fame.
The baton of the business has been passed on to the second and third generation of the family. However, the tradition and philosophy of the company has remained constant and unchanged, which adheres strictly to their mission of quality assurance in order to continue to serve customers with quality and tasty pastries.