TamJai SamGor inspires HKers to 'spice up perseverance' with new campaign

In celebration of its 15th anniversary, TamJai SamGor Mixian has partnered with creative agency The Bread Digital to inspire HongKongers to "spice up" their perseverance with a new anniversary campaign.

With the slogan “Keep on spicing up the perseverance” (堅持辣着), the campaign aims to build a deep emotional connection with countless supporters through the mutual love of spiciness, and TamJai SamGor Mixian has strived to keep on bringing waves of numbing sensations to everyone.

The idea of the campaign was built on the belief that spiciness represents way more than just a flavour, in fact it symbolises a strong attitude. For the past 15 years, the belief in spiciness has inspired TamJai SamGor Mixian to keep on preserving in remaining true to the brand's original aspiration, motivating itself to do better, dreaming big and inheriting strong beliefs. Moving on, TamJai SamGor Mixian promises to stay true to the belief and insist on using spiciness to create more possibilities, according to the release. 

For the first wave of the anniversary campaign, a number of celebrities and KOLs in various fields were invited to participate in a thematic video, including actor Peter Chan, top-of-the-class tutor YY LAM, hosts of “Rice Zi” (米紙) Fiona, Sybil, Ruby, breakdancing athletes C Plus and experienced store manager TamJai SamGor’s Jei Jei (瓊姐) & Gor Gor (阿斌).

The participants all share the same belief as TamJai SamGor and persisted in their respective fields by “keeping on spicing up the perseverance” and shone brightly, for example, Chan strongly believes in perseverance and motivates himself to work hard in the performing industry for the past 10 years, and was finally seen by the public with his nomination at the Academy Award for Supporting Actor for his role in “Table for Six”.

Meanwhile, TamJai SamGor’s Jei Jei (瓊姐) and Gor Gor (阿斌) also represented the brand by demonstrating the perseverance in serving every TamJai SamGor’s customers wholeheartedly, according to the release.

The thematic video, which was rolled out on 15 August, aims to tell the story of perseverance, and it utilised a bright style, together with the humorous voice-over narration by Jan Lamb (林海峰), to tell the stories of TamJai SamGor Mixian, the celebrities' and KOLs’ perseverance story to the audiences. 

In a conversation with MARKETING-INTERACTIVE, Kenneth Wan, company partner at the Bread Digital said while this wave of campaign will run for around one month, more social content will be developed after the official launch of the thematic video which aims to enhance engagement. "Digital and OOH are key communication channels. For OOH, one of the strongest exposure is via TamJai SamGor's strong and extensive store network. There are also other marketing initiatives that is going to be launched soon such as special discount for YYLam's students," he said.

Furthermore, the brand has collaborated with local illustrator Man Tsang (Man僧) to create a key visual.

Commenting on the initiative, Wan said: “Our team is dedicated to creating and managing the campaign, which revolves around the big idea of perseverance (堅持). From our perspective, we firmly believe that TamJai SamGor Mixian exemplifies this principle exceptionally well, considering its remarkable journey over the past 15 years. During the campaign development, from clients to agency, production, TamJai SamGor's Jei Jei and Gor Gor and all celebrities, everyone who was involved in this project truly demonstrated their beliefs of perseverance. It is crucial for us to uphold and preserve this spirit."

Meanwhile, Maggie Sze, associate marketing director at TamJai SamGor Mixian, said: “It has come to our 15th anniversary, and we wish to extend our heartfelt gratitude to our loyal customers, dedicated partners, and co-workers who have joined us on this journey. Together, we are excited to embark on the next chapter of TamJai SamGor Mixian's remarkable story, with perseverance as our guiding force. Please join us as we celebrate 15 years of resilience, growth, and delicious moments shared with our customers. Together, we will continue to persevere, explore new possibilities and reach new heights." 

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