TamJai SamGor partners local artist and boyband to introduce new product

TamJai SamGor has collaborated with local illustrator Johnee Lau and the newly debuted boyband Rover, to introduce its latest product "Sour Soup Good Duck Duck Mixian" and bring out the brand’s dedicated fervour for the marque.

Leveraging the meaning of “Good duck” in Cantonese slang culture, which means something amazingly good, Lau created his first-ever illustration for TamJai SamGor’s menu as part of the campaign, with interesting graphics and puns to tag on the new items.

Lau is a local illustrator known for playing with the words in his works, which is widely welcomed by the hard-to-please younger, cool generation in Hong Kong, and has garnered over 38k followers on Instagram.

To highlight the brand’s creativity and innovation, TamJai SamGor has also invited Rover to take part in the new product’s tasting event. Leveraging their energy and youth spirit, the campaign hopes to reiterate the brand’s DNA, which is to be energetic and “proud to be hot”.

The tasting event was set in a Tamjai Samgor outlet in Olympian City and has earned tremendous digital coverage and engagements across the city.

In a conversation with MARKETING-INTERACTIVE, Maggie Sze, marketing director of Tamjai Samgor, said the partnership seems to be leveraging the influencers only, but it’s strategic in nature. “Tamjai Samgor follows where its target customers are, and connect with them. It’s more than just the influencer marketing, it’s the stories that make the difference.”

While Lau represents the locals’ sense of humour, Rover symbolises the “live out your own character” spirit that captures the hearts, just like how the introduction of "Sour Soup Good Duck Duck Mixian” has impressed city’s foodies and Tamjai Samgor’s fans, added Sze.

"This comprehensive initiative underscores our dedication to progress and social commitment. Through experimental flavour harmonies and digital narratives, we aspire to delight traditionalists and novices with each novel offering," said Sze.

In today’s marketing, customers appreciate the holistic brand experience, from order, to dining, Tamjai Samgor has demonstrated good efforts to liven up the brand experience in order to stand out in today’s fierce competition with bordering regions, she said. 

“We will keep launching ‘Good duck’ surprises in phases, embrace yourself for more interesting bombardments coming your way,” Maggie added. “What more tactics can the brand show to win the city’s hearts? Maybe it’s time to slurp and wait for ‘good duck’s magic," she added.

Don't miss: TamJai SamGor captures the essence of persistence in new extension campaign

Back in October 2023, TamJai SamGor Mixian partnered with The Bread Agency again to "keep on spicing up the perseverance" with a new extension campaign featuring local artist Jeffrey Ngai.

As part of its 15th anniversary campaign, the extension campaign consists of an uplifting 15th-anniversary theme song titled “NEVER SAY NEVER”!, celebrating TamJai SamGor’s spirit of tireless effort and constant innovation.  

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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