Fairwood corn rice dish goes viral as name echoes Viu's Uncle Love show

While Fairwood went all out to market its newly launched Ah Wood Special for free to celebrate a new upgrade for the series, the virality of the promotion surprisingly came from its promoted dish "Creamed Corn Meat Rice" (nickname Show Me Your Love Rice). The dish caught the attention of netizens and quickly became a social media sensation.

During the promotion, the "Show Me Your Love Rice" sales increased by more than 20% as the dish's nickname echoed the title of a popular TV Show of ViuTV, Ossan's Love (HK version). The social conversations, said Fairwood, were purely organic and came from the likes of Yahoo! News, MingPao, MPFinance, WeekendHK, HKET, Commercial Radio 903 and more.  

According to the brand, within two weeks during the promotion, the first 40 customers who have a sales receipt of a similar dish from other restaurants can redeem the Ah Wood Special for free during lunch or dinner time. To drum up the promotion, Fairwood also ran print ads on free newspaper and online display ads to boost the awareness of the promotion. The brand also engaged two lifestyle YouTubers and micro-influencers to share their experience of the product trials to promote this celebrating event. The brand worked with Hungry Digital and influencer marketing partner VS Media.

The campaign generated 995 online posts within two weeks. It also generated 577,579 views, 67,465 ripple effects, 4,355 comments, and 66,580 interactions on over 56 news and social media platforms. The coverages are primarily organic. Forums gained over 72% share of voices by the number of posts and comments. "Hong Kong is such a high-pressure society. Therefore, at Fairwood, our purpose is to provide excellent and affordable foods to make everyone live a good life. We want to bring happiness and generosity to everyone through this promotion. The social media sensation is just a bonus, only the fact that customers enjoy our food & services matters,” said Peggy Lee, CMO of Fairwood.