PX Mart: The Philosophy of Thrift

Supermarket brand PX Mart grew penetration among under-30s shoppers in Taiwan with a four-year campaign platform that invited them to be thriftier.

Campaign details

Brand: PX Mart Brand owner: PX Mart Entrant company: Ogilvy & MatherIdea creation: Ogilvy Taipei City Market: Taiwan, China Sector: Supermarkets & grocery stores Media channels: Online video, Outdoor, Out-of-home, Social mediaBudget: Up to 500k

Executive summary

The playbook of Asian marketing prescribes that as the region grows and its aspirations rise, its brands should capture and embody the codes of success, prosperity and affluent lifestyle, and stray at their peril.

This is the story of how PX Mart, Taiwan’s previously government-owned...

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