Cluck Cluck: Indulge in Super Super’s new presentation of Hainanese chicken rice

What comes into your mind when you hear “Hainanese chicken rice”? To go beyond a congee and noodle specialist, Super Super endeavours to build a strong reputation for quality Hainanese chicken rice and attract the new generation of customers by launching its latest Hainanese chicken campaign with the debut of two new flavours: spicy chicken in chili sauce and laksa chicken.

Running throughout April and May 2024, the campaign highlighted the theme of “Get your chopsticks ready upon hearing the crow of the cocks”. But how? Without a doubt, music is an excellent choice for leaving a lasting impact and elevating a commercial to new heights.

To compose a memorable themed advertising song, Super Super has specially collaborated with Deep Ng, a Hong Kong singer-songwriter who has recently become the talk of the town due to his new role as a construction worker to support his family.

By creating catchy melody and lyrics and incorporating the action of eating with chopsticks and the crow of the cocks, the commercial has not only successfully aroused the audience’ appetite for chicken, but also built a modern and trendy image for Super Super in strong association with Hainanese chicken rice.

Besides singing the commercial song, Ng also appeared in different styles in the advertisement to surprise the audience. To further break the conventional rules and boost sales, an exclusive and first-ever Super Super x Deep Ng music concert was hosted on 29 April and 5 May 2024 at designated branches.

Upon purchases of cash vouchers, customers were entitled to redeem the concert tickets. The marketing team has made use of multiple touchpoints, including TVC, newspaper mega front cover ad, PR coverage, social media posts and YouTube channels, to reach and engage the audience, making the advertisement and event go viral and unleash a wave of social buzz.

The campaign would not be complete without a consistent and enhanced in-store dining experience. By utilising technology, the food delivery robots at specific branches were packaged as chicken with a voice interpretation by Deep, linking customers’ dining experience tightly with the theme of “Get your chopsticks ready upon hearing the crow of the cocks”.

“We are excited to establish our partnership with Super Super and develop this 360-marketing campaign to position the brand as a Hainanese chicken rice specialist. Thanks to the client’s trust in us and boldness of trying new things, we could attempt to endorse Ng to create social buzz, making the campaign become the talk of the town; and turn our mind-blowing ideas into reality, such as organising an in-store music concert and transforming the food delivery robots in style!” said Owen Au Yeung, managing director of Purple Cow Communications.

Craving for a scrumptious plate of Hainanese chicken rice? Look no further than Super Super!

This article is sponsored by Purple Cow Communications.