foodpanda HK invites Takuya Kimura to be HKers' 'dream idol' in new campaign

Foodpanda Hong Kong has partnered with Japanese megastar Takuya Kimura for the first time in its latest campaign, promoting McDonald’s McGriddles’ exclusive launch on foodpanda. 

From 5 August until 8 September, foodpanda Hong Kong will be the exclusive delivery platform for ordering McDonald’s McGriddles.  

Also known as "foodpanda HK x Takuya Kimura: Order McDonald's McGriddles with foodpanda, hit the snooze button without worry!", the campaign features Kimura engaging in Cantonese dialogue, and appearing against a light pink dreamland. It will be promoted via television and outdoor advertisements.

In the video commercial, a lady dreams that her ‘dream idol’ Kimura is deep in conversation with her, but worries that she will not make it in time to enjoy the McDonald’s McGriddles before the breakfast period is over, she refuses Takuya Kimura’s offer to take a stroll with him.  

Eager to wake up from her dream, Takuya Kimura grabs her hand and softly tells her “Daijoubu (It’s okay)! There’s foodpanda!”  

With McDonald’s McGriddles available exclusively through foodpanda, the campaign aims to highlight that everyone can continue to dream and spend quality time with their idol, before waking up naturally to a sweet and delicious McDonald’s McGriddles breakfast. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from foodpanda HK said as the product is highly popular across McDonald's Japan, foodpanda engaged with a well-loved Japanese artist Kimura to promote McDonald's McGriddles, highlighting its Japanese essence while bringing the sense of "local-ness" by asking him to speak in Cantonese. 

Done in collaboration with local creative agency Sunny Idea HK, Japanese production company Field Management Expand and media agency dentsu, the campaign is promoted via various media channels such as out-of-home placements, TV commercials, radio ads, offline and online placements, social media, influencers and foodpanda HK's owned channels. 

McDonald's Hong Kong initially launched the breakfast burger on McDonald’s mobile app on 27 July, and the second selling phase was postponed from 1 August to 5 August due to the high demand among Hongkongers.

According to its official Facebook page, McDonald’s said a million McGriddles burgers were sold within just a few days since its launch, due to the high demand, the second phase will now be delayed until 5 August. Customers will be able to purchase the McGriddles burgers on the McDonald’s app or order in branches across the city before 11am.

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