The battle for marketshare among the city's fastfood restaurants is hotting up, with two chains launching ad campaigns and a third announcing expansion plans.
Fastfood restaurant chain Fairwood has unleashed a celebrity-driven infomercial push, spearheaded by a song, developed by Interface Communications.
Fastfood restaurant chain Fairwood has unleashed a celebrity-driven infomercial push, spearheaded by a song, developed by Interface Communications.
The month-long burst features local celebrity Chapman To and singer Vincy starring in a series of four TVCs, communicating the chain's new brand proposition, 'Sharp eating experience at Fairwood'.
The series focuses on the expertise used in preparing the ingredients, the cooking techniques and new recipe ideas, as well as promoting new products. One of the key components of the drive is the song titled Ah Sharp, which is being promoted on radio stations, TV and at karaoke bars.
"With Fairwood's dedicated efforts to offer unconventional dishes to the customers, the proposition was developed to support this," said Winsome Leung, MD, Interface Communications.
"With Chapman as the main cast in the music video, it will be easily associated with the Fairwood brand."
Meanwhile, Maxim's — which recently unveiled plans to revamp its brand as Maxim's MX — has kicked off a campaign featuring pop singer Joey Yung, promoting the restaurant's mooncakes. Developed by TBWA, the campaign is running across TV, print and outdoor channels in Hong Kong and Southern China.
Meanwhile, rival Café de Coral has announced plans to open more outlets in Hong Kong and China, along with two more processing plants.
Industry sources said the three brands should focus on markets outside of Hong Kong "instead of scrabbling to steal market share off each other in a developed market".
