Fairwood showcases the ‘true taste of Hong Kong’ with new campaign

Hong Kong-based fast food chain Fairwood has 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 aims to encapsulate the certain passion and pride that Hongkongers have of their local delicacies.

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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 lasty, an Australian-born YouTuber who is fluent in Cantonese and an admirer of Hong Kong's local culture.

The stories of these three ambassadors will be unfolded in different online and offline activations. From traditional newspaper print ads and MTR billboards to in-store posters and engaging online videos, the stories of these people are set to illustrate the city’s culture and include the company’s products into it.

“At Fairwood, we believe that every detail of our products and campaigns represents the Taste of Hong Kong, honouring our commitment to serving more than just food but tradition, culture, and a sense of community as week,” said Peggy Lee, chief marketing and product officer.

So far, the campaign has seen positive results after its launch, with a surge in business and growth in its sales. Receptiveness from online audiences has been good as well, with it generating social media buzz and a number of online engagements.

The campaign is said to last until early 2024 and will have other campaign collaterals rolling out in December 2023.

MARKETING-INTERACTIVE has reached out for more information.

Fairwood celebrated its 50th anniversary last year, launching a TV commercial in tandem. As part of its citywide anniversary campaign, the 30-second advertisement begins in the background of the early 70s, an opening ceremony of the first Fairwood store in Tsuen Wan.

It has adopted elements of vintage as a marketing strategy to engage with their target audience. The video then switches from a vintage setting to an animated setting that stated, "Welcome to 2072", where Fairwood staff are seen wearing costumes from different times and designs.

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