TamJai promotes new product with European noble-themed campaign

TamJai Yunnan Mixian (TamJai) has launched a new campaign featuring its mascot, TamJai Jeh Jehs dressed in noble family maid uniforms to promote its new product, noble soup mixian (爵士湯米線).

Inspired by the iconic noble soup created by the late Sir Shiu-kin Tang (鄧肇堅爵士), the launch of TamJai’s noble soup mixian aims to bring the signature Cantonese broth to the masses and take the familiar mixian to the next level. 

Done in collaboration with local creative agency Narrow Door, the campaign includes a video featuring a trio of matronly TamJai waitresses dressed in elegant, lace-trimmed uniforms akin to those worn by domestic staff in the heyday of European aristocracies. The waitresses are depicted in roles such as a governess and maids.

The video is presented in a tongue-in-cheek manner, playfully evoking the era of aristocratic lords and their domestic staff. This European noble theme is further accentuated by the Oxbridge-influenced voice-over narration by Uncle Siu, a local Hong Kong English language instructor renowned for his plummy accent.

The video features a governess discovered the long-lost recipe for a nourishing soup that is rumoured to have been the secret to her late employer’s longevity while she was flipping through an old English textbook.

She is soon joined by the two maids in the gilded parlor of the manor house. As they jokingly review the ingredients they have assembled in accordance with the recipe, the young master of the house bursts in on them. After chastising them for their impertinent behaviour, however, he starts reciting the ingredients himself in reverent tones, accompanied by close-up shots of the golden-hued broth and the luscious mixian toppings. 

The video ends with the four of them sitting in the parlor, each savouring a hot bowl of freshly made noble soup, the sublime taste of which has moved the governess to tears.     

The video and a cutdown version will run on TamJai’s own social media channels and YouTube and supplemented by digital extensions, customer relationship management (CRM) and PR promotions.   

Terry Tsang, director of Narrow Door, said: “Despite the obvious connotations of class and exclusivity, we made sure the campaign doesn’t take itself too seriously. It’s a bowl of rice noodles, after all. The end shot with the master and helpers sharing the soup clearly signals the product positioning – affordable luxury. It may be a rich taste, but it’s not only for the rich.”

Don’t miss: TamJai banks on social media sensation Santi to reach younger audiences

Back in April, TamJai launched an online promotional video featuring ERROR boy band member Dee Gor and Santi, a 19-year-old foreign male employee from Hong Kong Disneyland, who shot to fame for his appearance and outlook.

The campaign comes along with the launch of its new limited-time fusion mixian product featuring braised ox tongue and stuffed tofu (牛脷‧釀豆腐配胡椒鮮番茄湯米線).

As part of the campaign, TamJai launched a video on YouTube, capturing the spirit behind the dish. The video featured a cooking relay race between Dee Gor and Santi. While Dee Gor was skilled in preparing Chinese dishes, Santi's expertise lied in Western flavors. In the end, they created a dish that combined elements of both Eastern and Western cuisines.

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