Yakiniku Like celebrates 4 years in HK with original brand music video

In celebration of its fourth anniversary in Hong Kong, Japanese BBQ restaurant chain Yakiniku Like (燒肉Like) has launched a brand campaign to engage and reward its customers.

Running from December 2024 until January 2025, the campaign aims to boost brand awareness, engage young online audiences, and drive in-store traffic. A spokesperson from Yakiniku Like told MARKETING-INTERACTIVE that the campaign targets a mass audience, primarily the younger generation aged from 16 to 30.

As part of the campaign, Yakiniku Like has created an original brand music video that brings the Japanese idol “cheer song” culture to yakiniku. By blending the brand’s selling points of “Tasty! Quick! Value!” into the song, the original brand music video with energetic melodies and rhythmic dance moves is designed to get the fans “moving” and cheering for the brand.

The song draws inspiration from Japanese idol culture, which resonates with the brand's target audience, according to the spokesperson. The rhythmic chanting and dance moves, combined with the “brainwashing” melodies, are designed to raise mass awareness with a viral effect and create a wave of exposure on social media.

Meanwhile, Yakiniku Like launched a giveaway on its Instagram page, running until 19 December 2024. Participants could follow the page, watch the brand's music video, count how many times "Like" appeared, and submit their answers in the designated post while tagging two friends. Those who answered correctly would receive a discount code for a free soda at any Yakiniku Like’s stores. Additionally, the three most creative responses had a chance to win dining vouchers worth HK$12,000.

To promote the campaign, multiple channels are adopted, including out-of-home (OOH) advertising, media and PR through press releases and media pitching; digital engagement games, social media postings, digital advertising, and influencer engagement. Additionally, there is a promotional focus on the anniversary launch of Satsuma Beef, featuring a Christmas-exclusive item.

First launched in 2019, Yakiniku Like is a fast-serving Japanese BBQ restaurant offering various premium meats at an affordable price. The brand is committed to delivering the diversified and one-of-a-kind dining experience to the Yakiniku aficionados with high-quality ingredients, including premium meats and Japanese rice as well as a wide variety of special dipping sauces formulated by using quality ingredients.

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