TamJai immerses consumers in 'Veggie' world to promote green menu

TamJai International (TJI) has launched various initiatives encouraging customers to “rethink healthy” as part of its green menu relaunch campaign.

The campaign aligns with its core focus on nourishing communities as part of its ESG strategy, said Ronald Wong, CMO of TamJai International in a conversation with MARKETING-INTERACTIVE. Its key brands in Hong Kong, including TamJai Yunnan Mixian and TamJai SamGor Mixian, have consistently worked on green menu initiatives, reducing food waste, and positively impacting underprivileged groups through various food donation programmes.

“That’s why TamJai regularly put new elements in our green menu to keep up customers’ interest in the healthier alternatives,” Wong said. 

Don’t miss: TamJai injects humour into educational ESG videos for staff

This time, TJI has chosen to come up with a more elaborate and creative campaign for its green menu launch mainly as the way customers think about healthy eating has changed. As more nutritional information becomes readily available online, many may believe that eating healthy is a habit change that requires only small adjustments in their daily lives.

“For example, it can be as simple as eating a more balanced portion of dietary fibre. And this green menu re-launch campaign is the beginning of a series of marketing programmes on the topic of ‘a new taste to healthy eating'," said Wong.

Also known as “Enter the paradise of dietary fiber for a new taste to healthy eating” (進入「大纖世界」  開展「健康新嚐態」), the campaign is done in collaboration with creative agency Narrow Door, De Goose, and advertising production house Plan B Productions.

Running from 19 September until the end of December 2024 as the first phase of the programme, the campaign targets office workers, TamJai’s fans and anyone who is keen to lead a healthy lifestyle. Meanwhile, more customer engagement initiatives focused on healthy eating will be rolled out in 2025.

As part of the campaign, a hero video has been launched, featuring a surreal world called “veggie-land", infused with TJI's classic humour. "This is important as we want customers to reflect and rethink healthy along the way…that’s why we let the ingredients of the Mixian take lead and come up with a zen world, or a bit like Alice in Wonderland setting if you like."

The video presents a miniature world where all the ingredients are realistically depicted, conveying the message that TamJai has created a tasty combination full of nature’s goodness. It features a limited-time broth made from Garicus Blazei mushroom, which imparts a unique and appetising fragrance.

The campaign has also unveiled key visuals featuring the new green menu, set within the surreal world of “veggie-land,” available across its two TamJai brands.

To further engage the audience, TJI has launched a digital game designed to activate interaction. Participants can draw a fortune stick “求籤” daily for the chance to win prizes from the new green menu of the two TamJai brands. The wordplay between “求籤” and “大纖” aims to add a fun element to the program while also offering real nutritional benefits.

Apart from the digital game, TJI has invited KOLs from all walks of life to share their take on keeping it healthy for their daily routine.

Additionally, TamJai has specially introduced Konjac noodles (蒟蒻麵) for the first time as a low calories alternative. "Konjac Noodles has gained so much popularity in recent years as a low carbs noodle alternative and it is also backed by popular customer demand," Wong said. 

Wong added: “We love the fact that the agencies have added so much more engagement and fun to something as simple as a green menu. Our thoughts are simple – TamJai food is dear comfort food for many and we simply wanna make it easy for our fans to get that veggie dish that can still be very tasty, full of the TamJai flavours they are craving for. Also to curate for them a range of simple, fresh, and nutritious ingredients that they might not have thought about. This is what nourishing communities is truly about.”

In early September, TJI launched a series of ESG-themed educational videos featuring its mascot, TamJai Jeh Jeh, using humour and everyday scenarios to explain ESG concepts to its frontline staff.

This initiative aligns with TJI's established sustainability objectives and strategies, while also recognising the importance of ensuring that its staff comprehends these principles and knows how to translate them into tangible actions. 

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