HONG KONG — Hong Kong’s most iconic fast-food chain, Café de Coral, launches a new brand positioning to reconnect with all walks of life in the city through three heart-warming stories. The new brand campaign “A Taste of Togetherness” developed by creative agency dentsumcgarrybowen and its media agency Carat, comes not only from the heart of the brand but also its Cantonese name ‘Happy Together.’
Food tastes best when you are eating with the people you love, and for the last 50 years, Hong Kong people have found love and friendship over a Café de Coral meal.
This new campaign reminds everyone of all the beautiful relationships we may have overlooked, especially over the last few years with the pandemic in Hong Kong.
The brand campaign consists of three stories, each celebrating the love between those around us.
“Missing Grandfather” celebrates family love across generations.
“WFH Boyfriend” reminds us to appreciate our partner.
“Brothers” is a toast to friendship. Each story brings to life the familiar taste of comfort and happiness with our loved ones: a taste of togetherness.
The full campaign is being delivered through mass TV, digital media, social media, cinema, and outdoor, with many different ad formats including programmatic banners and lift lobbies.
“Where there’re Hong Kong people, there’s Café de Coral,” said William Tsing, marketing director of Café de Coral. “We want to spotlight this statement through launching the new brand campaign. Everyone in Hong Kong makes our long-standing business possible, and they will always find familiarity, care, and love here.”
“We wanted to leverage Café de Coral’s legacy and brand value of being a place where everyone will find happiness,” said Jeffry Gamble, chief creative officer of dentsu international Hong Kong. “The stories capture the everyday lives of Hong Kong people and remind them of all the happy moments they have all had at Cafe de Coral.”
“We deployed two sets of media strategies based on specific audience insights and behaviors. One of the challenges for media is how to deliver the three stories with a balance of impact, relevancy, and efficacy. By leveraging the tailored targeting architectures of mass media, programmatic, and market first programmatic OOH solutions, we effectively delivered the message to Hong Kong mass market,” Anna Chan, CEO of Media Line of Business, dentsu international Hong Kong said.
CREDITS:
Café de Coral
Managing Director: Piony Leung
Marketing Director: William Tsing
Assistant Marketing Manager: Wing Lam
dentsu international Hong Kong
Chief Executive Officer: Simone Tam
Chief Creative Officer: Jeffry Gamble
Chief Strategy Officer: Shiggy File
Digital Planning Director: Wing Chan
Creative: Chester Tang, Andrea Choi, Dennis Tang, Yannes Yim, Cheuk Lun Chan
Head of Creative Services: Christy Leung
Account Service: Diana Tam, Regina Yue, Shirley Shum
CEO, Media LOB: Anna Chan
Head of Trading and Partnership: David Chan
Media Planning: Polly Ip, Karen Tam, Martin Ma
Media Buying: Isabella Suen, Karina Wong, Holiday Luk
Programmatic Trading: Ashley Yeung, Iris Kwok
