The 7-SELECT Foodie-Verse

Challenge

In 2020, 7-ELEVEN launched the 7-SELECT series to meet the needs of fast-paced consumers by offering a wide range of ready-to-eat fresh foods. However, we faced a major hurdle: despite our convenience and variety, fast-food outlets continued to dominate consumer preference in the category. By 2023, our objective was clear—strengthen our brand positioning and capture attention in an increasingly competitive market.

We needed to elevate 7-SELECT from a convenient option to a top-of-mind choice. This meant balancing our trusted, everyday brand image with fresh, engaging content—maintaining credibility while embracing influencer-driven, immersive digital storytelling.

Solution

We found our key differentiator in diversity. As Hong Kong’s leading convenience store, 7-ELEVEN offered unparalleled freedom of choice—whether Western meals, Chinese classics, or desserts, our customers could eat what they wanted, when and where they wanted.

Inspired by the limitless possibilities of generative AI, we launched The 7-SELECT Foodie-Verse: Anytime, Anywhere—a bold, AI-powered campaign celebrating the variety of our ready-to-eat offerings through a futuristic, interactive experience.

Strategic Highlights:

• AI-Powered Storytelling & Celebrity Integration: Leveraged generative AI and the digital persona of local icon Dee Gor to bring the Foodie-Verse to life.
• Multichannel Engagement: Activated Paid, Owned, and Earned media to create an “anytime, anywhere” brand experience.
• Optimized Content Delivery: Used YouTube’s creative tools and data analytics to tailor content by audience segment, delivering the right message at the right moment.

Results

We pioneered the use of generative AI to produce a brand film showcasing 7-SELECT’s offerings in a vivid, futuristic world. Rolled out via a multi-platform strategy—including YouTube bumper ads, influencer content, and real-time audience data optimization—the campaign drove strong interest, impressive engagement metrics, and a solid amount of earned media.

• 114 Clippings
• 6M PR Value
• 8,610 Likes/ Reactions
• 14M Organic Video Views
• 16M Launch Video Impressions

The campaign drove demonstrable uplifts in brand perception metrics. Our audience received the campaign favorably, and it had a direct positive impact on their intention to purchase 7-SELECT or visit 7-ELEVEN. It has a much better price, quality, and range perception compared with Circle K.