Fairwood blends kung fu with culinary craftsmanship to promote claypot rice

Hong Kong-based fast food chain Fairwood has launched a new campaign to promote its seasonal claypot rice offering by blending Chinese martial arts "kung fu (功夫)," into culinary craftsmanship.

Running from October to December, the campaign is done in collaboration with creative agency Hungry Digital and media agency mSix&Partners. It aims to elevate the craftsmanship behind the dish while engaging customers with humour and iconic elements of Hong Kong culture. The campaign targets young adults aged over 25, focusing on food enthusiasts and casual diners who appreciate quality street food with a modern twist.

The campaign has invited German Cheung, one of the main casts of the local martial arts film “Twilight of the Warriors: Walled In” (九龍城寨之圍城). Having trained in martial arts since childhood, he brings years of experience in various techniques.

As part of the campaign, a humorous promotional video has been released featuring Cheung and Brendan, an Australian-born, Cantonese-speaking influencer, as they seek the authentic crispy flavour in claypot rice. Cheung showcases his unique nunchaku (雙截棍) technique using preserved sausages to highlight the taste of the “Claypot rice with spare ribs and preserved sausage” (臘腸豉汁排骨煲仔飯). 

In a playful twist, Cheung demonstrates for the first time, Fairwood’s exclusive new move called "Shrimp fist" (蝦蝦拳), bringing out the fresh flavours of the newly launched "Claypot rice with Chinese cured meat slices, dried shrimps, and pork jowl with shrimp paste” (臘味片蝦醬蝦乾豬頸肉煲仔飯). 

He finally showcases his martial arts foundation by drying the 10-year tangerine peel with his core strengthen and stability, presenting the mellow and sweet tangerine peel in the "Claypot rice with Chinese cured meat slices and beef patty with dried tangerine peel" (臘味片陳皮牛肉餅煲仔飯).

The campaign is promoted through TV commercials, newspaper, MTR out-of-home (OOH), in-store posters, YouTube, paid social media, and display ads.

This campaign has positioned Fairwood’s claypot rice as a standout in a highly competitive fast-food market, according to the release. By spotlighting expert craftsmanship and authentic Hong Kong flavours, the campaign taps into nostalgia and humour, utilising a diverse media mix to generate widespread awareness and customer engagement.

Peggy Lee, chief marketing and product officer, Fairwood Hong Kong, said: “We’re excited to reintroduce our beloved claypot rice, crafted with traditional techniques and upgraded with new, surprising ingredients that exceed customer expectations. This year’s campaign is a celebration of Hong Kong’s street food heritage, infused with a modern twist that reflects our customers' evolving tastes. We hope this perfect blend of tradition and innovation resonates with our audience and brings them a sense of culinary nostalgia.” 

Rudi Leung, creative director, Hungry Digital, said: “With the ‘God of claypots’ campaign, we aimed to bring a playful twist to a serious culinary tradition. Collaborating with Fairwood allowed us to celebrate the artistry of claypot rice while using kung-fu-inspired storytelling to create an entertaining and meaningful campaign. It’s been a thrilling challenge to craft a campaign that blends humour with tradition, capturing the essence of what makes this dish so special.”

Don’t miss: Fairwood joins forces with ThaiMay to appeal to young audiences

Back in March, Fairwood collaborated with Thai-Chinese influencer Goofy Yeung, also known as ThaiMay to launch a Thai menu to attract a new generation of diners.

Done in collaboration with Hungry Digital and media agency mSix&Partners, the campaign combined Thailand's vibrant street food flavours with Fairwood's culinary innovation, aiming to offer an authentic dining experience to consumers.

Explore the latest digital marketing trends to empower your brand for sustainable growth. Join 200+ industry players and marketers at Digital Marketing Asia 2024 Hong Kong on 22-23 October and discover the key to sustainable growth in the new digital era, network with industry leaders and find out more about real-life marketing wins and thought-provoking ideas.

Related articles:

Fairwood joins forces with ThaiMay to appeal to young audiences
Fairwood showcases the ‘true taste of Hong Kong’ with new campaign
Fairwood unveils TVC as part of 50th anniversary celebration