The blitz accompanies the rollout of the ‘cheesy lava’ product, and is built around a 30-second TVC that features three girls who cannot prevent their emotions from bursting out.
Mary Choy, marketing director at Jardine Restaurant Group said: “Our core marketing insight shows that people get very comfortable with friends, especially girls, and they will let go of their emotions easily with those they love and trust.
“We see a gap between haute cuisine dining and fast food restaurants in Hong Kong, and we are trying to move away from the fast food market.”
