Hong Kong – The iconic fast-food chain Café de Coral introduces a new baked rice flavor – baked sweet and sour chicken fillet rice in tie with the brand’s hero product, baked pork-chop fillet rice, and acquaints with yet another heartfelt story about siblings – the Sweet & Sour Brothers under their brand platform “A Taste of Togetherness” (有大家就有大家樂).
This time, the Sweet & Sour Brothers portrays a story of two loving but sometimes rival siblings and their journey to reconciliation, echoing their emotions with the brand’s new sweet and sour flavored dish. From the beginning to recall their “sour” childhood flashbacks, until their uneven career progressions during adulthood, to finally, the “sweet” revelation have given a perfect finish to the sibling’s complimentary bond, just like the baked rice’s flavors.
The campaign is being delivered through mass TV, digital media, social media, cinema, and outdoor, from programmatic banners to lift lobbies with many different ad formats. Café de Coral made a big splash last year with its “A Taste of Togetherness” brand campaign, the award winning video series showcasing 3 heartfelt relationships between family, couple, and friends that have tugged the heartstrings of Hong Kong and have reconnected all generations especially younger fans.
“We will continue surprising and connecting our customers under the spirit of A Taste of Togetherness.” said William Tsing, Corporate Director of Café de Coral. “We successfully rejuvenated our brand with our campaign; this story, along with our new product, continues to innovate and provoke the taste of being with loved ones.”
Appendix (English translation of the video):
“This is my elder brother, and this…is me.”
“Aren’t we cute?”
“Mom!”
“Be nice to you little brother.”
“Mom!”
“Please be nice to you little brother…”
“Mom!”
“20 years have passed, and we have even started a salon together.”
“Let me give you a ride?”
“No, thanks…I want to take a walk by myself.”
“Not sure if it’s because of fewer customers,”
“He looks like he’s bothered.”
“Want a haircut?”
“Yes, I’m here for Jaze.”
“Sure, please sit here.”
“Sigh, it’s been sour,”
“And now spicy…”
“Seeing my brother walked out in silence,”
“I think I need to do something…”
“Why don’t you ask me out together for lunch?”
“I’m planning to get away for a while,”
“The salon will count on you to manage!”
“What? So, you just leave like this?”
“You’re not a baby anymore…how can you be so irresponsible?”
“You’re here, so everything will be alright!”
“Appetizing sour”
“Tender spice”
“Brand new sweet and sour style”
“Mixing sour and mild spice with chicken.”
“Every bite is appetizing.”
“Baked sweet and sour chicken fillet rice.”
“A Taste of Togetherness”
Credits:
Café De Coral
Managing Director: Piony Leung
Corporate Director: William Tsing
Senior Marketing Manager: Liane Liu
Assistant Marketing Manager: Wing Lam
Marketing Officer: Bevy Lee
dentsu Hong Kong
Creative
Chief Executive Officer: Simone Tam
Chief Creative Officer: Jeffry Gamble
Creative: Chester Tang, Peter Shum, Ronald Yiu, Dennis Tang, Yannes Yim, Cheuk Lun
Chan
Head of Creative Services: Christy Leung
Account Service: Diana Tam, Regina Yue, Natalie Lau
Media
Head of Trading and Partnership: David Chan
Media Planning: Polly Ip, Karen Tam, Esther Cheung, Miffy Ho
Media Buying: Isabella Suen, Karina Wong, Holiday Luk
Programmatic Trading: Ashley Yeung, Iris Kwok
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