TamJai SamGor launches spicy and hot new campaign with local stars

TamJai SamGor has launched a new campaign ‘Sometimes spicy, sometimes hot, Life’s a mixture, we taste it all’ to demonstrate that the brand is here with the citizens of Hong Kong. 

The campaign also aims to convey a message that no matter what "tastes" of HongKongers" lives have become, TamJai SamGor is always here, and the campaign also brings out the theme that during the hard time HongKongers are experiencing, the brand will never forget, "it will be our collective memory, it’s like the city’s history, it’s like the taste of SamGor," said the brand.

From product launch, brand video to thematic campaign, the project will be held until September. The mediums of promotion include TVC, out-of-home, in-store POSM, online videos, social communication, KOLs collaborations, and brands collaborations.

The micro-movie features Jeffrey Ngai, the male protagonist of ViuTV's drama series ‘I SWIM’, Sofiee Ng, and Ronald Cheng. It is inspired by the pandemic and other happenings in the city in the past three years, which was unprecedented. Through the story SamGor would like to tell customers that life is composed of sweet and bitter, and the fragrant lingers after people “survive” from the harshest times.

Agnes Lung, group CMO of Tam Jai International, said: ‘Riding on the success of ‘There’s no taste like home’ campaign last year, we present the brand-new social video, working hand in hand with our advertising agency, Society which does best to connect brands with target audience through messages and insights. We hope to curate a video to touch with local’s experience and emotions, strengthening the bonding with our customers and among them.

In additional to the appealing storyline, the brand has also worked with The Bridge Agency, its PR retainer, and strategically chosen the rising star, Jeffrey Ngai to be the leading actor of the video. ‘With Jeffrey’s growing popularity and his extended career development to acting, we see the potential of this artist and are delighted to have him playing a leading role in our social video. We have also grabbed the launch of his TV drama, “I SWIM”, which has become talk-of-the-town lately, to roll out our new campaign.’ Lung added.

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