The campaign, developed by Interface Communications, seeks to create a "discerning eating experience" at Fairwood outlets, and includes TV spots on terrestrial channel TVB Jade and cable TV, as well as print ads running in the Oriental Daily and Apple Daily newspapers. The restaurant chain is also using point-of-sale material, including in-store displays, to raise awareness of the new dish at its 74 outlets, and an interactive drive to reach young consumers.
The ads feature local celebrity To Man Chak, who is seen savouring a new abalone dish on offer and licking even the last grain of rice off his nose. "Ah Wood Lotus Leaf Steam Rice with abalone sauce, so edgy," To says in the ad.
"To Man Chak's streetwise image fits our progressive and rejuvenated brand image, as we try to appeal to young students and office workers," said Perry Chung, marketing director at Fairwood. "We are facing head-on competition from local fast food chains, Café de Coral and Maxims, but local people are very smart in choosing a bargain good quality meal."
The campaign also aims to solidify Fairwood's position as a 'Western-style, local fast food chain', offering a mix of both Chinese and Western dishes. Rival Maxims' menu, in comparison, is largely focused on Chinese cuisine.
Interface has handled Fairwood's creative since the chain revamped its corporate brand three years ago. The latest campaign comes just three months after its celebrity-driven infomercial push.
