The product-based campaign follows last year's image makeover, which saw the brand unveil a new visual identity and renovate its outlets. Fairwood marketing director Perry Chung said the chain chose the singer to star in the TVC because of her fresh, youthful style, which it was felt matched the fresh taste positioning Fairwood wanted to develop.
Shot in the countryside, the TVC shows the singer waiting for the rain to stop. Once the sun comes out, Leung starts dancing on the greens, and after tasting Fairwood's salad set, she blends into nature.
Fairwood's turnover for the year ended March 31, 2004 hit HK$745 million, up two per cent over 2003. The chain, which has 65 restaurants in the city, plans to open seven new stores and renovate 18 existing outlets by year-end.
HK singer Leung sells Fairwood's fresh positioning
Fastfood chain Fairwood has signed on up and coming singer Isabella Leung for a TVC to launch its summer salad dinner set and refresh the brand's image.