Café de Coral continues the heartfelt stories of HongKongers with new campaign

Hong Kong fast food chain Café de Coral has collaborated with dentsu Hong Kong to extend its “A Taste of Togetherness” campaign with another heartfelt story about siblings in light of the launch of its new product.

Also known as “the Sweet & Sour Brothers”, this extension campaign portrays a story of two loving but sometimes rival siblings and their journey to reconciliation, echoing their emotions with the brand’s new sweet and sour flavoured dish, baked sweet and sour chicken fillet rice.  

From the beginning to recall their "sour" childhood flashbacks, until their uneven career progressions during adulthood, to finally, the "sweet" revelation have given a finish to the sibling's complimentary bond. The brand hopes the message in the campaign can resonate with the baked rice's flavours – amplifying that lives are always full of sweet and sour.

In terms of medium of promotion, the campaign is being delivered through mass TV, digital media, social media, cinema, and outdoor, from programmatic banners to lift lobbies with many different ad formats.

“We will continue surprising and connecting our customers under the spirit of A Taste of Togetherness,” said William Tsing, corporate director of Café de Coral. “We successfully rejuvenated our brand with our campaign; this story, along with our new product, continues to innovate and provoke the taste of being with loved ones.”

Meanwhile, Jeffry Gamble, chief creative officer, dentsu Hong Kong, said: “We hold on to our emotive narrative used in previous campaign with an element of surprise where audiences, same as our protagonist, are misled by his memories at the beginning and resolved misunderstandings by seeing a fuller picture. Expect more stories to come.”

MARKETING-INTERACTIVE has reached out to dentsu HK for more information. 

Don't miss: Café de Coral launches campaign tugging at heartstrings of Hongkongers

Café de Coral made a big splash last year with its “A Taste of Togetherness” brand campaign, showcasing three heartfelt relationships between family, couple, and friends that have tugged the heartstrings of Hong Kong and have reconnected all generations especially younger fans.

Developed by Dentsu Mcgarrybowen and Carat, the idea behind the campaign comes not only from the heart of the brand but also its Cantonese name "大家樂"— ‘Happy Together’, but also reminds everyone of all the beautiful relationships we may have overlooked, especially over the last few years with the pandemic in Hong Kong.

In the first video ad "Missing Grandfather", which was aired on 24 June 2022, a little girl was seen at Café de Coral getting her first taste of baked pork chop rice with her grandpa. As time went by her grandpa suffered from dementia and became absent minded and the two slowly drifted apart. As the little girl became an adult the video showed her refusing to take her grandpa to the doctor. One day her grandpa went missing and the girl found him at a Café de Coral nearby. Her grandpa recalled the memories of her and himself eating at the restaurant. Finally the two reconciled by reconnecting through a meal at the restaurant.

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