The advertisement focuses on the restaurant’s signature dish, baked pork chop rice. The commercial starts with a few co-workers playing computer games. Playing on the Cantonese pronunciation for ‘baked’ being the same as ‘this round’, the slogan associates ‘this [game] round is amazing’ with the savoury experience of eating the baked rice.
Although the chain is well established in Hong Kong, it lacks awareness from consumers in the mainland Chinese market. Given the current growth in the middle class and white-collar segment, which demands a quick but quality food and dinning experience, CDC believes now is a good time to actively market the brand.
Credits:
Project Baked Pork Chop Rice Promotion
Client Café de Coral Mainland
Creative agency WE Marketing Group
Creative directors Tim Yung, Tim Tong
Agency producer Eric Lam
Media agency WE Marketing Group
Production house Post Production Office Ltd
Exposure Television, outdoor