Tai Hing empowers young local families with new campaign

Hong Kong restaurant chain Tai Hing (太興) has partnered with local creative agency Uth Creative Group to launch a new campaign to promote its dinner dishes to young local families. 

According to Tai Hing, the campaign targets the general mass and young families with a city lifestyle who may be pressed for time in their daily lives. While these families enjoy home-cooked meals, the effort required to prepare, cook, and clean up can be burdensome. As a result, the brand sees an opportunity to provide value-for-money dinner dishes that cater to this demographic.

To connect with its target segments, the campaign features local actor Carlos Chan (陳家樂), who recently got married in real life, as the brand's new ambassador. 

"Chan is the ideal ambassador to represent young families, many of whom will recognise him from his popular role in the film 'Ready or Knot' (不日成婚). After marriage, his newlywed life makes him more connected to our target audience authentically," said Jojo Chan, executive director, Tai Hing.

As part of the six-month-long campaign, Tai Hing has released a video featuring a couple, Chan and his wife. While his wife wants to take on the responsibility of preparing dinner at home, she finds it difficult to manage. One day, she feels disappointed due to the challenges she faces. Eventually, Chan takes his wife to dine at Tai Hing, where they can enjoy a hassle-free dinner experience.

The campaign will roll out through a multimedia approach, including television, print, and digital advertising.

"Chan's image will bring a fresh feel to the brand. In addition to the 'Dinner Dishes' campaign, he will also be endorsing two of our signature products: barbecue pork and iced milk tea,” Chan added. 

Meanwhile, Desmond So, CEO of Uth, said this new campaign direction sets a fresh tone for Tai Hing as a family-friendly neighborhood brand for young urban families.

Back in February, Tai Hing collaborated with Negawatt Utility and became the first listed catering group in Hong Kong to promote the use of the ZERO2 app by all employees.

All employees of Tai Hing can actively carry out carbon reduction actions in “clothing, eating, housing and transportation” on ZERO2, and accumulate points to exchange for discounts and rewards. This aims to allow them to use technology to practice environmentally friendly and low-carbon life in an enjoyable way, and support the development of circular economy.

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