Fairwood launches citywide promotional campaign for its 50th anniversary celebration

Hong Kong-based fast food chain Fairwood has launched a citywide promotional campaign including keeping the "jumping man" logo and overall brand identity while contrasting it with Fairwood’s logo from 50 years ago. The 50th anniversary campaign will last for about three months until December 2022, covering the Hong Kong market only.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Fairwood said that apart from vintage-design paper cups, packaging and staff uniforms, and store posters on Fairwood in the past 50 years (total of 50 versions, half being Fairwood’s staff and half being milestones, vintage objects and dishes), a brand new mobile app featuring more advanced ordering system, discounts and CSR action was also launched in mid October.

The mobile app-related CSR action "走塑 · 齊齊捐" waste reduction and donation campaign aims to encourage customers to keep a sustainable lifestyle. When they skip takeaway plastic cutleries for eight times (recorded on app), Fairwood will donate a meal for them to the needs through Po Leung Kuk, and Fairwood will also match the donations of its customers, doubling the number of meals to be donated.  

Meanwhile, more anniversary-related actions will happen in November.  This will include the introduction of various classic vintage dishes from the early years of Fairwood, and a 1970’s style Fairwood store at one of the brand's Mong Kok outlets.

Similarly, Circle K has invested millions in a citywide rebranding campaign to give customers a brand-new image and shopping experience, including refreshing its brand logo, uniforms, interior designs of physical stores and products.

Since October last year, over 100 physical stores of Circle K have been rebranded, with the remaining stores under renovation.

The brand hopes to rebrand all physical stores in Hong Kong within two years, and provide more convenient shopping experience by improving logo, uniform, interior design and product launches.

Elements of vintage are being used as a marketing strategy for brands to engage with their target audience. In 2018, Beverage brand 7Up has launched "7Up BACK TO COOL", creating vintage cans to celebrate its six decades in history from the 1950s to the 2000s. Each bottle design captured a popular slang or catchphrase that represents the decade.

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