Coca-Cola China Limited and Ernest & Donald Marketing Communications Limited Clinch Victory at FMCG Asia Awards 2024

The Coca-Cola® Foodmarks campaign has captured the hearts of local audiences, amplifying brand visibility and significantly enhancing market performance.

Coca-Cola China Limited in partnership with Ernest & Donald Marketing Communications Limited has proudly won the Campaign of the Year - Hong Kong at the prestigious FMCG Asia Awards 2024 for its innovative Coca-Cola® Foodmarks campaign.

Crafted to increase Coke with Meals penetration and reinforce the leadership of Coca-Cola® No Sugar, this campaign expertly merged cultural significance with immersive consumer interactions to tap into the post-pandemic yearning for connection. The campaign's three-phase activation strategy was meticulously planned to build momentum and amplify its impact.

The campaign debuted with a high-impact stunt inspired by the classic Hong Kong film “The God of Cookery,” featuring Coca-Cola® at its heart. The local Hing Kee Restaurant on Temple Street was transformed into a vibrant Coca-Cola® Foodmarks zone as the focal point.
At this event, Coca-Cola® introduced an augmented reality “beef ball” ping pong game, engaging attendees with a contemporary twist on a beloved movie scene. The venue was adorned with 3D Coca-Cola® Foodmarks signs, towering balloons, and interactive mobile trucks, creating an electric atmosphere.

Karen Mok, the star of “The God of Cookery,” graced the ribbon-cutting ceremony, drawing significant media attention and public interest.

Following the stunt, the campaign expanded through the Coca-Cola® Foodmarks Map, guiding consumers to key spots across the city where they could enjoy Coca-Cola® with Meals combos.

With over 100 key opinion leaders (KOLs) sharing the Foodmarks Map on digital platforms, the campaign resonated widely. KOLs shared stories of Coca-Cola® No Sugar with mealtime experiences, creating a strong emotional association with the brand. This map functioned as an Experience Hub, sustaining momentum and reinforcing the mealtime connection with Coca-Cola® No Sugar.

The campaign culminated in the Coca-Cola® Food Fest, a large-scale event strengthening Coca-Cola® No Sugar's dominance in the non-alcoholic ready-to-drink beverage sector. Featuring 13 food outlets with a variety of cuisines, the festival attracted nearly 20,000 trials of Coca-Cola® No Sugar returnable glass bottles over three days. The event also featured interactive game booths, photo opportunities, and live music, further boosting consumer engagement.

The Coca-Cola® Foodmarks campaign reached an impressive audience of over 233 million people and generated a cumulative earned advertising value exceeding HK$13.8m. It significantly boosted Coca-Cola® metrics and strengthened its association with mealtime moments.

“The success of this initiative, from its far-reaching engagement to its profound market impact, showcases the high standards we uphold for every campaign. We are honoured to receive this recognition, believing it embodies the essence of Coca-Cola® brand values,” said Adrian Chan, Manager for Consumer Connection Planning - Coca-Cola® Trademark.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].