KeeTa's new campaign strengthens ties with Hongkongers

KeeTa, the takeaway platform operated by Chinese food delivery group Meituan (美團), has launched a campaign in partnership with local creative agency Durian, aiming to strengthen ties with local consumers while showcasing unique offerings.

Since its arrival in Hong Kong less than two years ago, KeeTa has seized 43% of the food delivery market share in Hong Kong in March 2024 and has become the largest food delivery service provider by order number in the city, according to a report by alternative data provider Measurable AI.

Understanding that speed and variety are at the heart of Hong Kong consumers’ desires, KeeTa is committed to delivering an exceptional experience. Moreover, the brand aims to resonate more deeply with local residents by embracing a more authentic and relatable expression through this campaign.

Running from November until December 2024, the campaign features key visuals designed to capture relatable takeaway scenarios familiar to the local audience, including dining alone, family meals, friends gathering for a party, and teams working overtime.

To emphasise these moments, five versions of key visuals were created, each focusing on a specific occasion. In a notable departure from conventional advertising practices, the talents featured in these visuals remained faceless. This creative decision symbolised the universality of the experiences depicted, allowing every Hong Kong resident to envision themselves enjoying international cuisine through KeeTa.

To further enhance its connection with the audience, the campaign integrated contemporary Hong Kong slang into its messaging. The brand leveraged copy on visuals such as "eat good stuff" (食好西), "the best" (老 Best), and "no rice family" (無飯家庭) to make the brand feel more relatable and accessible.

In addition, KeeTa showcased a variety of popular restaurant logos and highlighted their signature dishes across key visuals. This initiative not only promoted its new creative platform, "Fast to you, more to choose," but also deepened its collaboration with the beloved restaurant brands cherished by Hong Kong residents. The key visuals have also been included in a 30-second video, which is available on KeeTa's social platforms.

To amplify the campaign reach, KeeTa has also partnered with media agency Mindshare Hong Kong to launch out-of-home (OOH) ads that dominates key locations such as Causeway Bay Station, consecutive MTR trackside 12-sheets, bus shelters, and TV screens in various commercial and residential buildings across Hong Kong.

This strategic placement aims to ensure optimal visibility and engagement with the target audience. In addition to OOH efforts, an online media strategy has been integrated, leveraging social media platforms, targeted digital banner ads, and influencer partnerships to reach a wider audience. This multi-faceted approach aims to create a cohesive brand presence that resonates both online and offline.

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