TVC | Online Video | Content Marketing | Display Ads | Social Media Strategy | Packaging Design
“Competition in the fast-food category in Hong Kong is fierce. At Fairwood, we strive to stay creative in both communication and products. The initial launch of the new claypot flavours has already shown a boost in sales.
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The Challenge: The Battle of Flavours
Claypot rice is a beloved local delicacy in Hong Kong during the fall and winter.
Fairwood pioneers the fast-food industry by introducing claypot rice to the market, but competitors soon followed suit after seeing its success.
To maintain its position as the top brand in the claypot rice category, Fairwood needs to strengthen its positioning.
The Strategic Solutions
Make it memorable: Rebrand the product series with a catchy new name.
Unbox the fun: Redesign the takeaway packaging to delight our customers.
Speak to their hearts: Craft an advertising campaign that connects with our loyal fans aged 35 and above.
Rebrand The Claypot Rice Series
Fresh Claypot Goodness: Savour Every Flavourful Bite
At Fairwood, we take great pride in our freshly cooked claypots, ensuring that they maintain their delicious flavour and temperature whether you choose to dine in or take them to go.
Ah Wood's God of Claypots: Embracing Tradition, One Claypot at a Time
To honour the importance of using authentic claypots in our dishes, we have rebranded our product series as "Ah Wood's God of Claypots."
Hot Claypot-to-go Packing Design
Unbox the Magic: Your Guide to Claypot Perfection
When it comes to takeaway orders, we want to ensure our customers experience the magic of claypot perfection.
That's why we include step-by-step instructions on the packing, guiding you on how to open the box, pour the soy sauce, and open the cap of the claypot, so you can enjoy the delectable claypot rice experience to the fullest.
The Claypot Ritual: Savour the Moment, Relish the Experience
At Fairwood, we aim to create a unique ritual for our customers, allowing them to savour the moment and relish the experience of our delicious claypot rice.
New Flavours Unleashed: A Culinary Clash for the Ages
Fairwood has expanded its menu by adding new and exciting recipes to delight its customers. In addition to their traditional favourites, the new recipes have creative and unique flavours that will satisfy the customers.
To promote its new series of claypot rice recipes, Fairwood has launched an integrated advertising campaign across various media platforms, including TV, digital, social media, OOH, and newspapers.
The Idea: When Kung-Fu and Claypot Collide
Our creative strategy is to connect with traditional claypot rice customers while attracting new customers through innovative recipes.
Therefore we symbolise both recipes into two characters for a battle to fight for the crown as God of Claypots.
In the campaign, there are two kung-fu masters.
One is older and represents traditional recipes, while the other is younger and represents new ones. They engage in a hilarious battle to determine whose flavours are the best.
Multi-Channel Ad Campaign
To promote our new series of claypot rice recipes, we have launched an integrated advertising campaign across various media platforms, including TV, digital, social media, OOH, and newspapers.
A Catchy Tune for a Flavourful Journey
The TV commercial features a catchy adaptation of the classic TV drama theme song, now reimagined as "The Best Claypot Rice In The World" (世間呢煲最好) – a tribute to our unbeatable claypot rice experience.
30-second TV Commercial | Thematic A
30-Second TV Commercial | Thematic B
15-Second TV Commercial | Tactical
Newspaper Ad
In-store Poster
Bus Body Ad
Results
Fairwood has achieved an impressive double-digit year-to-year increase in sales through this campaign.
Customers have given positive feedback and shown high recall, particularly regarding the packaging design.
The God of Claypots campaign has successfully solidified Fairwood's position as the leading fast-food brand in the Claypot Rice category.