PX Mart: The philosophy of thrifty fitness

PX Mart, a supermarket, transformed itself into a gym in Taiwan to attract young adults to its brand.

Campaign details

Brand: PX MartBrand owner: PX MartEntrant company: Ogilvy Taiwan, Taipei CityMarket: TaiwanSector: Supermarkets & grocery storesMedia channels: Mobile & apps, Online video, Social media, TelevisionBudget: 500k - 1 million

Executive summary

PX Mart, the biggest supermarket renowned for its low-price offerings in Taiwan, successfully earned Generation X mothers' support but failed to attract pre-family young adults. Young adults prefer dining out or fixing a meal solution at a convenience store. We repositioned PX Mart as young adults' savvy place to feed themselves fit. The idea...

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