Amoy taps Nancy Kwai to engage Gen Z audience

Local sauce manufacturer Amoy has unveiled a new campaign to promote its Charcoal lava bun, highlighting its unique taste and premium appeal.   

Featuring local singer Nancy Kwai, the campaign aims to reinforce Amoy’s innovation in the dim sum category and spark interest among the younger generation of food lovers. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Amoy said Kwai embodies the essence of modern Hong Kong’s sweet culture – “not-too-sweet" (唔太甜), which is widely recognised by locals as the gold standard for desserts.   

“Her personal style and public persona align perfectly with the product’s positioning.  By featuring Kwai, we not only capture the Gen Z attention but also inject new energy to Amoy’s brand image with a fresh, witty, and relevant face that resonates with younger audiences,” the spokesperson added. 

Running from 16 May until July, the campaign targets young adults aged between 25 and 34, particularly those who enjoy innovative local snacks that combine traditional flavours with contemporary twist.  

Done in partnership with RDS Digital, this digitally native campaign is designed to create immediate visual appeal and shareability. The campaign has leveraged influencer power through Kwai to generate buzz online, as well as targeted media buys across social and programmatic channels. 

Various content is designed to resonate with the Gen Z and millennial audience using humor and local language nuances. 

To amplify the campaign, Amoy focuses on leveraging digital-first channels, including YouTube bumper ads, programmatic display banners, social media platforms such as Facebook, Instagram and Threads, and POSM in key retail outlets. 

The campaign also aims to inject new energy into the brand, said the spokesperson. “By collaborating with a Gen Z icon such as Kwai and launching a product that is playful, visually striking, and aligned with modern tastes, we are actively positioning Amoy as a brand that innovates within tradition – staying culturally relevant while connecting with younger, urban audience.” 

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