TamJai SamGor partners with Johnee Lau and Rover for 'Good Duck' Mixian launch
TamJai SamGor teams up with local talent and Rover to spice up its menu, introducing its new dish.
TamJai SamGor, a Hong Kong-based restaurant chain known for its rice noodles, has unveiled its newest gastronomic delight, "Sour Soup Good Duck Duck Mixian," in collaboration with local illustrator Johnee Lau and the dynamic newly debuted boyband, Rover.
Johnee Lau, celebrated for his playful wordplay and striking illustrations, has over 38,000 followers on Instagram. His first-ever menu illustration for TamJai SamGor is laden with clever graphics and puns, complementing the launch of the new dish.
TamJai SamGor also invited Rover to partake in the tasting event for the new product. Set against the backdrop of a bustling outlet in Olympian City, the event wanted to showcase the brand’s energetic ethos, reinforcing TamJai SamGor's identity as a brand that's "proud to be hot."
"This comprehensive initiative underscores our dedication to progress and social commitment," said Sze. She highlighted the campaign's goal to merge experimental flavors with digital storytelling, aiming to captivate both traditionalists and newcomers with every innovative offering.
In October 2023, TamJai SamGor Mixian's partnership with The Bread Agency and local artist Jeffrey Ngai, for its 15th-anniversary campaign, aims to illustrate the brand's ethos of perseverance and constant innovation. The campaign, marked by the release of an uplifting anthem, "NEVER SAY NEVER!", celebrates fifteen years of relentless endeavor and creativity.
Collaboration with APAC influencers
Food and beverage (F&B) brands are increasingly leveraging partnerships with celebrities and influencers to captivate audiences and stimulate market engagement.
Here are some examples:
1. KFC and BTS (South Korea)
KFC South Korea engaged the global sensation BTS as part of a promotional campaign to introduce a new menu item. The collaboration included BTS-themed meal packages and exclusive BTS merchandise, targeting the group's extensive fan base. This strategy aimed to tap into the massive popularity of BTS to drive traffic and sales, leveraging their influence to attract a younger audience and create buzz around the new product launch.
2. Starbucks and BLACKPINK (Thailand)
Starbucks Thailand partnered with BLACKPINK, a world-renowned K-pop girl group, for a special beverage line inspired by the artists' favorite flavors. The campaign featured limited-edition drinkware and themed in-store decorations, alongside digital marketing efforts on social media platforms. This collaboration sought to merge BLACKPINK's strong appeal among the youth with Starbucks' brand, enhancing customer engagement and driving sales during the promotional period.
3. Pizza Hut and Jay Chou (China)
Pizza Hut China collaborated with Jay Chou, a popular Taiwanese singer, songwriter, and actor, for an exclusive pizza series inspired by Chou's hits. The campaign included themed pizzas, Jay Chou-inspired restaurant decor, and a series of promotional videos featuring the artist. This partnership aimed to leverage Jay Chou's popularity to reach a broader demographic, enhancing Pizza Hut's brand presence and driving sales by appealing to both music and food lovers.
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