Fairwood joins forces with ThaiMay to appeal to young audiences

Hong Kong-based fast food chain Fairwood has collaborated with Thai-Chinese influencer Goofy Yeung, also known as ThaiMay to launch a Thai menu to attract a new generation of diners.

Available until 8 April 2024, the six-week campaign targets adults aged between 24 and 45. The campaign combines Thailand's vibrant street food flavours with Fairwood's culinary innovation, aiming to offer an authentic dining experience to consumers.

Done in collaboration with creative agency Hungry Digital and media agency mSix&Partners, the campaign focuses on the appeal of authentic, exotic tastes of Thai items.

“We want to bring the flavours of Thailand's street-side cuisine to our tables by introducing our hero dish, the Volcano Pork Ribs, which captures the essence of Thailand's bustling night markets,” Fairwood’s spokesperson told MARKETING-INTERACTIVE.

As part of the campaign, the brand has partnered with ThaiMay to resonate with young audiences. It has also leveraged Thai-related key opinion consumers (KOCs) to amplify the campaign message.

In terms of the medium of promotion, the campaign is amplified through multiple media channels, including print ads in free newspapers, out-of-home ads on bus bodies, in-store posters and wall stickers as well as targeted social media sponsored ads.

"In the fast-paced world of fast food, innovation is crucial for long-term success. At Fairwood, we don't just keep up with the competition; we set the trend. We have a strong presence in both the young and mature markets, and our goal is to keep evolving. Our latest partnership with young internet celebrity ThaiMay demonstrates our dedication to staying current and engaged with the younger generation." Peggy Lee, chief marketing and product officer, Fairwood.

Don't miss: Fairwood showcases the ‘true taste of Hong Kong’ with new campaign

Back in October 2023, Fairwood revealed its newest campaign which features its claypot rice, a significant part of Hong Kong’s food culture. Titled "That's what we call the true taste of Hong Kong", the company aimed to encapsulate the certain passion and pride that Hongkongers have of their local delicacies.

The company’s efforts for this campaign are done in sight of mirroring the city’s “can do” spirit as well.  With the campaign, Fairwood has identified three individuals with each uniquely representing the authentic taste of Hong Kong.

They are featured in the campaign’s promotional video, embodying a seasoned artisan from a renowned local soy sauce manufacturer, a photographer whose work captures the city's nostalgia and lastly, an Australian-born YouTuber who is fluent in Cantonese and an admirer of Hong Kong's local culture.

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