Café de Coral serves up Cantonese wordplay in its HK hotplate steak ad

Café de Coral has launched a “Ja-Ja-Lum Sizzling Plate” ad campaign to promote its new dish with a dollop of Cantonese wordplay.The campaign, created by McGarryBowen, highlights the various visceral elements that together make up the dining experience when having the Hong Kong-style steak dish; the sizzling sound of the hot plate, the bubbling gravy, and the juiciness of the steak.https://www.facebook.com/CafedeCoralfastfood/videos/2296783087200422/?v=2296783087200422The title of “Ja-Ja-Lum Sizzling Plate” plays on the meaning of the words “Ja-Ja” (an onomatopoeia for the sizzling sound of the sauce) and “Lum” (which means “pouring” in Cantonese). Together they form the phrase, “Ja-Ja-Lum” which means “act fast” in Cantonese slang. This itself has a double meaning, as it describes the speedy nature of preparing the dish while also encouraging diners to promptly check it out.Marketing has to raise a glass to whoever on the McGarryBowen team cooked up that bit of wordception. The agency was recently appointed as creative AOR for Café de Coral, winning the restaurant chain’s business at the beginning of the year.The new sizzling steak dish is now available in Hong Kong and the Greater Bay Area, including Macau, Guangzhou, Shenzhen, Zhongshan, and Foshan.CreditsCafé de Coral Hong KongManaging director  Piony LeungMarketing director  William TsingSenior marketing manager  Darlie LeungAssistant marking manager  Katherine TongMarketing officer  Irene LeungCafé de Coral ChinaManaging director  James YangSenior LSM manager  Jenny WuMarketing manager   Queency HuangMcGarryBowenChef executive officer Simone TamChef creative officer  Jeffry GambleGroup creative director  Frankie FungAssociate creative director Keith LiuSenior art director  Au Sui LunArt director  Kaye WanSenior account director Diana TamSenior account manager  Tim Lam