Dairy Farm calls multi-brand creative and media review

Dairy Farm Group has called a media and creative review that encompasses all its brands—including household names such as 7-11 and Ikea—across all its markets, Campaign Asia-Pacific has learned.

The company operates 7-11, Ikea, Wellcome, Mannings, Guardian, Jason’s, Cold Storage and Giant, among many others, in various markets.

The company declined to confirm specifics, issuing only the following statement: 

As part of normal business practice, Dairy Farm, with its multiple banners and brands, from time to time reviews creative and media agencies to ensure we are getting the best service and value for our brands and customers.

Independent consultant R3 is understood to be running the review, but has not responded to a request for confirmation and comment.

As of the end of 2018, Dairy Farm operated over 9,700 outlets and employed over 230,000 people, according to its website. The company reported 2018 sales of US$11.75 billion but is undergoing a five-year restructuring after net profit fell from $402 million in 2017 to $92 million last year, according to its annual report. The company absorbed a US$453 million restructuring charge for its food business in Southeast Asia, which was partially offset by a net gain of US$121 million from business and property disposals. 

The company's brands include: 

• 7-11 in China, Hong Kong, Macau and Singapore
• Ikea in Hong Kong, Indonesia and Taiwan
• Mannings in Hong Kong, China and Macau
• Guardian in Cambodia, Indonesia, Malaysia, Singapore and Vietnam
• Wellcome in Hong Kong and Taiwan 
• Cold Storage in Malaysia and Singapore
• Jason's and Marketplace by Jason's in Hong Kong, Malaysia, Singapore and Taiwan
• Yonghui in China
• Giant in Indonesia, Malaysia and Singapore
• Maxim's restaurants in Hong Kong
• A number of less-known, single-market brands such as Rose Pharmacy (Philippines), Lucky Supermarket (Cambodia), Hero (Indonesia), and 3hreeSixty (Hong Kong).

Dairy Farm is a member of the Jardine Matheson Group and is incorporated in Bermuda with a listing on the London Stock Exchange. Its businesses are managed from Hong Kong by Dairy Farm Management Services Limited.