Real or fake? Roundup of April Fool's campaigns from brands in HK and TW

This year’s April Fool’s has got consumers wondering whether the products or office launch announcements from some of the brands in Hong Kong and Taiwan are real or simply just pranks.

From foodpanda Hong Kong to Sushiro Hong Kong, brands have all come up with their own creative ideas to get us laughing or wondering if they actually exist. Overall, the campaigns were received positively by netizens, according to media intelligence firm CARMA.

For instance, foodpanda's campaign on its expansion into various Chinese cities received a total of 30.3% positive and 51.5% neutral mentions. Meanwhile, MTR's campaign, which announced the launch of a 1:1 Q-train model, received a total of 13% positive and 82.6% neutral mentions.  

CARMA’s general manager of HK Charles Cheung said brands often leverage April Fools' Day as a marketing and PR opportunity because it allows them to create unique and attention-grabbing campaigns that can generate buzz and viral social media engagement. “By injecting humour and creativity into their messaging, brands can differentiate themselves from competitors and increase brand awareness,” he added.

However, there are risks associated with April Fool's Day campaigns. Cheung added if the campaign is not well-executed, it can come across as tone-deaf or offensive, potentially damaging the brand's reputation. “Additionally, consumers are becoming increasingly skeptical of brands that use April Fool's Day as a marketing ploy, so it's important that the campaign is genuine and aligns with the brand's values and messaging,” he added.

Let’s take a look at some of the latest brand pranks in Hong Kong and Taiwan MARKETING-INTERACTIVE has rounded up this April Fool's Day.

1. foodpanda Hong Kong

foodpanda Hong Kong's announcement on its latest expansion in China has certainly fooled some of the consumers. “In response to Meituan entering the Hong Kong market, foodpanda Hong Kong will be launching in Mainland China, beginning its first phase of operations in Beijing, Shanghai, Nan Jing and Guangdong,” the statement read.

However, the devil is in the details. In fact, the brand would love to stress that it has always been committed to serving and fostering growth in the local market, with dedicated delivery and pick-up services spanning across various areas in Hong Kong, including Peking Road (北京道), Shanghai Street (上海街), Nanking Street (南京街) and Canton Road (廣東道).

CARMA saw a total of 30.3% positive and 51.5% neutral mentions regarding the campaign. Although some netizens mistook it for a serious announcement, most recognised it as a joke.

2. MTR

Commuters, get ready for this.

MTR has a special treat for commuters in Hong Kong as it unveiled its 1:1 realistic Q Train figurine this April Fool’s Day. The figurine is only available for sale on 1 April 2023.

According to its Instagram, the figurine took reference from the appearance and structure of Q Train, and the seats and handles inside the carriages use the same components as the real trains. The Q Train offers unique customer experiences for commuters where they can work out, go on a picnic and turn on the speaker of their phones during their journeys.

CARMA saw a total of 13% positive and 82.6% neutral mentions regarding the campaign. CARMA’s Cheung said netizens took the joke in stride, with some expressing sarcastic concerns about the train model's quality.

3. IKEA Hong Kong

IKEA Hong Kong’s out-of-the-box ideas have often won praises from HongKongers, be it a trendjacking post on social media or just some random jokes.

This April Fool’s Day is no exception. The brand’s latest April Fool’s campaign introducing its limited-edition “Crispy Mint Chocolate Sundae” has garnered 6.2k likes and 683 comments, with many questioning whether the news is real, while some said the ice cream was sold out at one of the bistros on 1 April, a check by MARKETING-INTERACTIVE saw on its Facebook.

The sundae is available at Causeway Bay, Kowloon Bay, Shatin and Tsuen Wan Bistro from 1 to 7 April, while stocks last, according to IKEA’s website. "I really took in everyone's opinions! Earlier, I asked everyone what flavour of sundae they would like to see us roll out. We all know how that saying goes: Actions speak louder than words,” its Facebook post read.

4. Sushiro Hong Kong 

With the lifting of all travel restrictions and most of the social distancing measures since December last year being eradicated, HongKongers are getting more excited as they can finally travel again. For the first time ever, Sushiro Hong Kong is hosting a five-days-four-nights Sushiro tour to offer a delightful sushi experience for customers. 

According to its Instagram, the tour features various attractions including "Tobiko Volcano", "Bean Curd Desert", "Mackerel Falls" and "Milk flavour snow mountain", where visitors can immerse themselves in the environment and get a taste of the sushi adventure. The Instagram post has garnered nearly 2,000 likes.

5. Pizza Hut Taiwan

Pizza lovers, this one is for you.

Pizza Hut Taiwan has surprised everyone with its new "Zero Harm Pizza" available on 1 April 2023 only, which is also known as a “pizza ring” or a pizza with the crust only.

The social campaign, which is released on Pizza Hut Taiwan’s Facebook page, first took the chance to apologise to Italian, Taiwanese and Japanese and said it will never joke again. “The latest pizza ring comprehends the truth of emptying ingredients and becoming a Buddha instantly, there is no fighting spirit, only full of kindness. The friendliest product in history, surrounded by people, everyone loves it,” the post read.

The brand also joked about the “pizza ring” being a great workout tool or a toy for toddlers. Meanwhile, netizens were quite positive towards the new product with some saying it tastes delicious, MARKETING-INTERACTIVE saw on Facebook.

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