After big dim sum wins, 7-Eleven HK’s new chicken push looks like a hit

As part of its “Wholehearted, Simple and Tasty” branding campaign, 7-Eleven Hong Kong has rolled out a new chicken series with 10 ready-to-eat products, alongside tasting events, interactive games, and in-store promotion to promote the new product range.

In order to drive awareness and customer engagement, the campaign has covered various touch-points. These include a one day only “7-Eleven Chicken Café”, set up to showcase the revamped branding. Media and social media influencers were invited to try out the new items. According to 7-Eleven, the event was well-received and generated over 350 clippings in Hong Kong and China.

In addition, an interactive online game was created where over 10,000 chicken legs were given away for free. The game received over five million hits in the first few days after its launch. 7-Eleven stated that the game amassed online buzz, and also drove customer traffic to the stores to redeem the chicken with winning vouchers.

A freebie promotion has also launched in-store, with a can of Coke being given away for free with any purchase of a chicken series product. This promotion has led to a 76% increase in sales in terms of units sold. 

Furthermore, the convenience store has also given the Chicken Series’ packaging a new look, with instructions of reheating printed on the product label. In addition, gloves are now included in each pack for user-friendly eating experience. 

This chicken-based push follows customer research that found customers were looking for a simple, tasty chicken-based option that could be conveniently eaten anytime, anywhere. The 7-Signature chicken series includes a wide range of different cuts including chicken legs, mid joint wings, spring chicken and chicken gizzard made with various popular flavours.

This campaign follows a recent victory for the store chain’s “Wholehearted, Simple and Tasty”  campaign, with widespread attention being given to its marketing of the 7-Signature Dim Sum series. The brand has voiced its intent to increase public perception towards it as a quality food outlet.

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