Fairwood recreates theme song based on popular TV drama to promote claypot rice

Claypot rice rice is one of Hongkongers' favourite dishes during autumn and winter seasons, and many restaurants are offering it to delight patrons. To meet the demand, Fast food chain Fairwood has once again rolled out two claypot rice dishes alongside a campaign which builds on a theme song from TV drama "The Legend of the Condor Heroes".

The campaign "God of claypots" runs across both online and offline. Fairwood has launched a 30-second video and two shorter versions for TV and social platforms. The video features two fictional characters. The first one represents the traditional recipe while another one is curated to demonstrate the innovative recipe. In the commercial, the two characters battle with each other over which clayport rice tastes better. To make the video more interesting, Fairwood also featured an adaptation of a classic TV drama theme song which is re-titled as The best claypot rice in the world (世間呢煲最好). 

Meanwhile OOH ads are also used to amplify the campaign. "Our creative strategy is to connect with the traditional claypot rice customers while attracting new customers through innovative recipes. Therefore we symbolise both recipes into two characters for a battle to fight for the crown as 'God of Claypots'. The remake of the theme song from the classic martial arts TV drama The Legend of the Condor Heroes also injects more entertainment elements into the ad," said Rudi Leung, director of Hungry Digital.

"Our takeaway claypot service was a big hit last year. Competition in the fast food category is fierce and Fairwood strives to stay creative in both the communication strategy and our products," said Peggy Lee, CMO of Fairwood Hong Kong.  "The initial launch of the new claypot flavours has already shown a boost in sales immediately. We are optimistic that we will continue the momentum through the new recipes and integrated campaign this year," Lee added. 

This isn't the first time the brand has banked on pop culture, specifically TV shows, to promote its food items. In July, Fairwood went all out to market its newly launched Ah Wood Special and the virality of the promotion surprisingly came from its promoted dish "Creamed Corn Meat Rice" (nickname Show Me Your Love Rice). 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.  

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. 

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