1664 Brut gives Hongkongers a chance to date Hins Cheung

As White Valentine's Day is approaching, French beer brand 1664 has partnered with 16 Hong Kong-based restaurants to launch a lucky draw for consumers to win a special dining experience with 1664 brand ambassador, Hong Kong singer Hins Cheung (pictured). 

Also known as “Hins Cheung x 1664 dine in the city”, the campaign is done in collaboration with PR agency The Bridge Agency, creative agency Arch, social agency J1, as well as F&B marketing promotion agency Dining City.

The lucky draw is available until 14 March 2024, also known as White Valentine's Day. Consumers who purchase the 1664 Brut combo at designated bars or restaurants can have a chance to enter the lucky draw. 10 winners will be selected to join Cheung for a special luncheon on a specified date. 

Miko Lau, brand manager, 1664, told MARKETING-INTERACTIVE that the campaign aims to draw inspiration from the total world of gastronomy as the brand continues exploring the relationship between food, drink and culture to associate with culinary experiences that elevate the table experience and exceed taste expectations.

"By partnering with 16 mid-tier restaurants, we aim to elevate the premium brand image and create the occasions of pairing 1664 Brut with western cuisines and elevates the flavors of diverse gourmet delights," she said.

The campaign is being promoted through various channels, including public relations efforts, social media platforms, and point-of-sale materials (POSM), she added..

Lau also said the campaign rides on 1664's “Good taste with a twist” creative platform, taking the chance to celebrate the White Day instead of traditional Valentine's Day to demonstrate the “twist” of the brand. 

Moreover, 1664 has partnered with with Dining City, which has extensive network in premium restaurants across Hong Kong to secure on-target restaurants. It has co-created food pairing with Dining City and restaurants to bring western cuisine dining experience with beer (1664 Brut) in town which western cuisine is traditionally pair with wine.

Additionally, 1664 has leveraged its 1664 Brut brand ambassador Hins Cheung, who is known for his refined taste and as a former restaurateur to create a special experience as lucky draw prize to drive more trial and talkability.

Cheung said he wished to build stronger rapport with his fans through the “Dine in the city” campaign and thank his fans in person for their support over the years. "1664 Brut was inspired by French wine-making artisanry. It infuses the crisp, dry and sparkling finish of a French Brut, so it’s very sessionable and refreshing. With its floral and grape notes, it pairs perfectly with a variety of dishes,” Cheung said.

“This time, a number of French restaurants are offering the 1664 Brut combo, so we get to discover how 1664 Brut elevates the flavours of diverse gourmet delights. I look forward to experiencing the good taste with a twist that 1664 Brut is going to offer,” Cheung added.

Don't miss: 1664 Brut creates buzz in HK with OOH ads featuring Hins Cheung

In fact, Cheung has appeared in several 1664 campaigns over the past year. Back in September last year, 1664 launched a citywide campaign featuring Cheung to promote 1664 Brut cans. 

As part of the campaign, a series of out-of-home (OOH) ads were displayed across Tsim Sha Tsui and Causeway Bay. A promotional video which saw Cheung showcasing the packaging of the 1664 Brut can and bottle was also launched on the brand's Facebook and Instagram. Packaging of both can and bottle encased in signature champagne gold and blue hues.

The video, posters, outdoor LED walls and billboards were also available adjacent to the Mansion House area of Tsim Sha Tsui. The LED billboards in Kimberly Centre, Causeway Bay showcased the visual of the 1664 Brut Can launch. Through this extensive rollout, 1664 aimed to establish a strong presence in the key strategic locations, ensuring maximum visibility and create a buzz around for the grand launch of 1664 Brut 500ml Can.

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