Tim Ho Wan unveils AI-driven social campaign to promote seasonal items

Tim Ho Wan (添好運) has partnered with local creative agency Kids & Dogs to unveil an AI-driven social campaign to promote its seasonal products, breaking through the traditional way of promoting dim sum and connecting with the younger target segment.

Also known as "Seasonal Delights: Unveiling Authentic Flavors", the two-month campaign will run until 31 December. A spokesperson from Tim Ho Wan told MARKETING-INTERACTIVE that the campaign targets young adults who are food enthusiasts and enjoy exploring unique and novel culinary experiences.

The campaign leverages AI technology to create visuals that incorporate hidden Chinese words with authentic messaging to describe the unique features and flavours of seasonal menu items, aiming to serve as a creative and engaging way to capture the audience's attention and pique their interest in trying the new offerings.

For example, the campaign has featured “Tender: (腍) for stirred noodles with braised pork cartilage; “Fresh” (鮮) for dough sticks stuffed with minced shrimp with chilli sauce; “Mala” (麻) for curdled pig's blood and pork grinds w/mala spicy sauce; “Scented” (香) for pan-fried red bean coconut cake; and “Soothing” (滑) for sea coconut sago sweet soup.

“The single-word messaging is crafted in a way that authentically communicates the values and essence of each seasonal menu item. We wish to emphasise the use of high-quality ingredients and curated cooking techniques taken by Tim Ho Wan to create these seasonal delights,” the spokesperson said. The visuals are posted on Tim Ho Wan’s social media platforms including Facebook and Instagram.

Daniel Lin, general manager of Tim Ho Wan, said: "At Tim Ho Wan, we always strive to pioneer the way we do our business with a focus on innovation while preserving traditional dim sum culture. To add youthful vitality to the brand and attract a wider younger customer base, we break through the traditional way of promoting dim sum and embrace AI technology in this Seasonal Delights campaign. We aim to captivate young adults who are passionate about exploring unique food experiences.”

This is not the first time Tim Ho Wan has embraced AI in its social campaign to promote its new product. Back in July, Tim Ho Wan launched an array of key visuals that utilised AI on its social media platforms to promote its new products. 

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