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When ribs and football team up

American restaurant brand Lawry’s The Prime Rib Hong Kong, which is operated by Maxim’s subsidiary, Catering Concepts Limited, has partnered with Hong Kong Warhawks, the full-gear American football team in Hong Kong, to further strengthen the restaurant’s brand story and image.

The partnership will work across media communication and social media promotion via content building, video production or giveaway campaigns. One of the online videos, for example, see three football players attempting to tackle a silver cart. Lawry’s says more videos and will be seen on its Facebook page.

The two-month crossover looks to javelin the current customers base, particularly football lovers.

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