TamJai International appoints Society as advertising agency, features Teresa Mo in Mother's Day campaign

TamJai International Group has appointed Society as its advertising agency to handle the creative duties for its brands including TamJai Yunnan Mixian and TamJai SamGor.

In a statement to MARKETING-INTERACTIVE, the group said Society is responsible for creating through-the-line advertising campaigns for both TamJai Yunnan Mixian and TamJai SamGor. Agnes Lung, CMO of TamJai International Group said the appointment was the result of Society's success in the 2021 Marketing Excellence Award in Hong Kong, in which the agency won three golds, two silvers and three bronzes. 

"Connecting brands with the target audience through insights and messages is what Society does best to set themselves apart from other agencies. We believe a true collaboration between the brand and the agency requires communication and mutual understanding. That's why we think that making a pitch may not be the best way for us to recruit the best partner," Lung said. 

Penny Chow, managing director of Society, added, “It is our great honour to be appointed as the advertising agency for both brands, a trust without precedence, and most importantly, without pitching. We are all excited about this collaboration as we are the die-hard fans of either brand, if not both. We are dedicated to creating impressive works that bring the 'local flavours' and our love for both brands to life."

In addition to the appointment, TamJai International Group has also rolled out a campaign to celebrate Mother's Day, featuring actress Teresa Mo and one of its waitresses that starred in a previous ad. 

In the video, Mo feels exhausted to take care of her son and daughter. Her script contains both Cantonese, her native tongue, and Korean, which serves as a prelude to the new dish "chicken rolls in Korean soup mixian" offered by TamJai Yunnan Mixian. The video also features an actress from TamJai Yunnan Mixian who starred in last year's video celebrating Mother's Day too. She introduces the new product with her iconic accent as the group hopes to celebrate the hard work of the waitresses again. 

As Hongkongers have been under pressure since the onset of the fifth wave of the pandemic in early 2022, TamJai International Group created the campaign for the TamJai Yunnan Mixian brand to celebrate mothers, as they have been working hard on taking care of their family members. 

The campaign kicked off on 5 May and will continue to run for several weeks. The video is launched on Facebook and Instagram. Offline touchpoints include points of sales materials across its stores. 

"We are here to encourage the family members to care about and support mothers. We don’t mean anything fancy but some comfort. It's similar to our limited-time offering 'chicken rolls in Korean soup mixian'. This is the perfect comfort food for those who are stressed out amid the pandemic," Lung said. 

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