Mooncake campaigns rise as total ad spending increase in August

PUBLISHED : Tuesday, 24 September, 2013, 12:00am
UPDATED : Tuesday, 24 September, 2013, 3:23am

Marketing campaigns for mooncakes, the Mid-Autumn Festival delicacy, posted solid growth this year, as total advertising spending in Hong Kong last month rose 8 per cent year on year.

Data released yesterday by media-monitoring firm admanGo shows that advertising expenditure in the city reached HK$3.61 billion last month, up from HK$3.34 billion a year earlier.

That rise was led by the combined HK$1.36 billion in marketing programmes conducted last month by the banking and investment services, cosmetics and skincare, pharmaceuticals and healthcare, toiletries and household, and beverage industries.

Advertising on mooncakes was calculated by admanGo based on the few weeks of so-called peak campaign activity before the Mid-Autumn Festival, which fell on September 19 this year and September 30 last year.

Mooncake campaigns grew 43 per cent to HK$63 million in the period from July 29 to August 25 this year, up from HK$44 million during last year's campaign period from August 6 to September 2. "Mooncake brands advertised aggressively this year," admanGo said in its report.

Campaigns for traditional mooncakes - the cholesterol-packed treats with egg yolk and red bean or lotus seed paste - reached HK$33 million this year. About HK$30 million was spent on campaigns for non-traditional mooncakes, which are typically chilled and made with fruits, chocolate or ice cream.

The three leading mooncake advertisers were: Maxim's Caterers, Hong Kong's largest food-and-beverage firm and a unit of Dairy Farm International; the family-run Kee Wah Bakery; and Saint Honore Cake Shop, owned by Li & Fung subsidiary Convenience Retail Asia.

But the city's overall top advertiser last month was Procter & Gamble, which boosted spending 3 per cent to HK$79 million.

According to admanGo, the sports, car and petroleum, restaurant, beverage and insurance industries continued to favour paid newspapers for their campaigns. Paid newspapers cornered 16 per cent of total advertising spending last month, behind television's 30 per cent share.