ASAM brings authentic flavours of Singapore-Malaysia cuisine to HK

ASAM Chicken Rice, Tai Hing’s Singapore-Malaysian restaurant in Hong Kong, has unveiled a campaign titled "Finding 99 marks Hainanese Chicken Rice", done in partnership with local agency Uth Creative.

In a conversation with MARKETNG-INTERACTIVE, ASAM's spokesperson said the company aims to establish a leading image in Singaporean Malaysian cuisine, with a focus on its specialty, Hainanese Chicken Rice, "we want every customer to savour the authentic and rich flavours of our daily affordable premium Singapore-Malaysia cuisine."

Targeting middle-class families aged above 30 and white collar individuals aged above 20 situated in both private housing estates and the central business districts, the campaign aims to showcase that ASAM's food and offerings are of good value of money.

The campaign video delivers the idea that ASAM provides the near-perfect flavours, using high quality and Singapore-Malaysian local ingredients, which closely align with the flavours cherished by Hong Kong people, particularly in their hero product - Hainanese Chicken Rice and other signature dishes. 

The campaign also captures the vibrant spirit of local people, establishing an authentic connection with customers. The video was shot entirely in Malaysia, emphasising ASAM's commitment to authentic local taste of Singapore-Malaysian cuisine in town.

The decision of shooting the campaign video in Malaysia is a strategic move to capture essence of Singaporean Malaysian vibes. ASAM emphasises the real stories of local people by avoiding celebrity endorsements.

The campaign also comes with the slogan, "Finding 99 marks Hainanese Chicken Rice," to encapsulate the quest for an authentic and delicious rendition of the dish.

In terms of marketing strategies, the spokesperson said ASAM has created a refreshing premium image for the brand and is the top-of-mind choice for Singapore-Malaysian cuisine.

The campaign will be launched through a comprehensive multimedia strategy, encompassing television, print, and digital advertising channels. The campaign will hold for two months.

JoJo Chan, executive director of Tai Hing Group, said, "ASAM aims to establish a leading image in Singaporean Malaysian cuisine, with a focus on our specialty, Hainanese Chicken Rice. We want every customer to savour the authentic and rich flavours of our daily affordable premium Singapore-Malaysia cuisine."

Desmond So, CEO of Uth, emphasises the importance of long-term client-agency partnerships in achieving exceptional results. He said, "A strong alliance between client and agency is crucial to delivering exceptional work. This campaign is a testament to our shared goal of establishing ASAM as the category leader in Singaporean Malaysian cuisine."

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