Fairwood taps WE in brand challenge

WE Marketing won the business after a competitive pitch against TBWA, McCann Erickson and incumbent Interface, a DraftFCB subsidiary. Fairwood is battling rising competition from Maxim’s MX, which rebranded in 2006 with an edgier, younger feel.

“We’re not looking to reposition the brand, because it has been doing very well in the market,” said Perry Chung, marketing director, Fairwood. “We want an extra push to build brand character and consumer connection.”

The first campaign from WE is expected to launch in Q2, around the same time as another planned push from Maxim’s MX.

Chung said Fairwood has around 80 outlets in Hong Kong, with MX just behind. Market leader Café de Coral has nearly 130 outlets.