TamJai SamGor reinterprets kung fu with new campaign

TamJai SamGor has reinterpreted Chinese martial art "kung fu (功夫)" in its latest campaign, upon the return of its signature mixed noodles in SamGor hot and sour sauce. 

Done in collaboration with creative agency Narrow Door and PR agency The Bridge Agency, the campaign features Philip Ng (伍允龍), one of the main characters in the recent popular local action film "Twilight of the Warriors: Walled In" (九龍城寨之圍城), showcasing his special "kung fu" including his noodle stirring skills. 

In a conversation with MARKETING-INTERACTIVE, Maggie Sze, marketing director of TamJai SamGor Mixian, said the campaign aims to capture SamGor's brand identity as a Hong Kong-born brand steeped in local flavours. It also aims to highlight the craftsmanship and enjoyment behind the brand's signature "Kung Fu" mixed noodles.

“The ‘Kung fu’-like representation of the product is a perfect showcase of our hallmark ‘SanSuan' (三酸) sauce’s craftsmanship – and that the way we recommend the customers to enjoy this mixed noodle product is almost kung fu-like - which is not only fun but also the right way to enjoy our signature product. Ng is the best person to present it to the audience,” Sze added.

Furthermore, Sze said in addition to Ng's impressive portrayal of the character King (王九) in the film, his personal charisma and diligent, persistent pursuit of his goals also attracts SamGor to collaborate with him, echoing its 15th Anniversary campaign slogan ‘Keep on spicing up the perseverance’ (堅持辣着).

Don't miss: TamJai SamGor inspires HKers to 'spice up perseverance' with new campaign

The four-month-long campaign targets young to middle-aged groups and local customers who share the same spirit with SamGor to pay tribute to local movie and art creation. 

Prior to the official campaign launch, SamGor collaborated with the local Instagram page @jojo_wu to release a product teaser on social media on 7 June. The teaser featured a man practising Kung Fu at Kowloon Walled City Park, aiming to bring curiosity to the market. The Instagram post has received over 10k likes, a check by MARKETING-INTERACTIVE saw.

On the product launch day (12 June), SamGor released a teaser video and held a media event featuring Ng, aiming to build anticipation around the campaign collaboration.

The main campaign video, featuring the mixing technique for a bowl of yummy potato starch noodles in Kung Fu, was then released on 17 June. The video starred Ng along with SamGor's jeh jeh.

Apart from Ng, SamGor has also collaborated with local comic artist Andy Seto (司徒劍僑), the creator of the City of Darkness  (九龍城寨) comic series, to create Hong Kong-styled manga key visuals for the campaign.

“By looking at Seto’s masterpieces in Hong Kong-styled manga, we found he is the natural choice to create a theme-matching key visual that stands out the brand essence – uniqueness, originated and grown up in Hong Kong, the artisanship and spirit. It also speaks for the unique product feature, as well as invites our customers to take part in the tasteful journey,” Sze said. 

The campaign has been promoted through SamGor’s social media channels, YouTube, digital, CRM, PR, out-of-home (OOH) activation, and in-store.

To further extend the campaign, SamGor will roll out various customer relationship management (CRM) offers regarding the new product at different times supported by communications.

Don’t miss: TamJai SamGor partners local artist and boyband to introduce new product

Back in March, TamJai SamGor 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.

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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