HK fast food chain plays up role as a popular local spot

HONG KONG: Fast food chain Cafe de Coral has launched its first brand campaign created by local shop Market Catalyst, which took the US$4 million account off D'Arcy two months ago. The "See you at Cafe de Coral" campaign is both a brand and tactical effort, positioning the chain as a popular meeting spot for locals as well as to introduce its new dish. The TVC shows a young couple getting on a train, but the doors slam shut, leaving the woman on the tracks. She shouts to her boyfriend to meet her at the next stop, where a Cafe de Coral outlet is located. The final shot shows the man enjoying the restaurant's new dish. Market Catalyst chief creative officer Christine Pong said the campaign aimed to position the chain as a popular meeting venue for locals. "Cafe de Coral's previous campaigns focused on its products," said Pong. "However, the chain not only offers good-value meals, it also provides a good place for customers to spend their time." The change comes as Cafe de Coral upgrades its restaurants throughout Hong Kong. Pong said using the MTR - which she described as a convenient transport option - allowed the agency to highlight Cafe de Coral's many convenient locations.

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