Durian once again partnered with GLAD Press’n Seal (佳能保鮮魔術貼) to launch a social campaign, this time featuring a creative activation at Central Market (中環街市) in collaboration with Ichi Events. The event generated over 300,000 views in just three days, providing tangible, public proof of the wrap’s ability to lock in freshness. 

Idea & Concept

Freshness = Value (鮮度=價值). The true worth of food lies in its freshness. Using a top-tier food wrap isn’t just about storage; it’s about protecting value and making a smart investment in your food.

GLAD Press’n Seal, featuring innovative Griptex®️technology, provides leak-proof, airtight protection to deliver a “Tight Seal, Fresh Lock!” (超密封鎖鮮) for your food.

The Activation: A powerful proof of the product

To let consumers experience the product’s powerful freshness-locking capability firsthand and bring “Freshness = Value” to life, Durian created the activation “Smartest Picks Freshest” (洞悉鮮機 全民鬥鮮) in Central, the financial heart of Hong Kong.  The activation’s reward mechanics mirrored the dynamics of the stock market.

Twenty-four slices of beef, each wrapped in a different brand of food wrap, were placed in a transparent fridge. The challenge was to guess which wrap preserved freshness best. Participants who answered correctly on Day 1 received the highest reward of HKD 1,000, while the award decreased progressively for correct answers from Day 2 to Day 5. Here was the twist: each day, the fridge temperature rose, making the difference in freshness among the twenty-four slices increasingly obvious. As the risk of guessing wrong decreased, so did the reward, mimicking the risk-reward dynamics of a real stock market.

The Results

The campaign generated over 300,000 views and 4,000 reactions in just 3 days.

The clear winner?
GLAD Press’n Seal, delivering undisputed proof of superior freshness protection.

Scope of Work

• Activation
• Social content
• KOL marketing
• Digital