Anchor partners with local eateries to celebrate HK's culinary heritage

New Zealand dairy brand Anchor has partnered with 23 local restaurants across Hong Kong to celebrate the city’s rich culinary heritage.

The initiative marks the launch of the second "Hong Kong Pineapple Bun with Butter Day", a campaign that champions authentic local flavours by pairing premium ingredients with traditional craftsmanship—bringing the taste of Hong Kong to locals and beyond.

Developed in collaboration with creative agency Omelette Digital, this year’s campaign continues the overarching message “香濃可口 為你加油”, which highlights how a touch of buttery goodness can brighten anyone’s day. 

Running until December, the campaign primarily targets Hong Kong locals—especially young adults, food lovers, and culture-conscious consumers. It also seeks to engage families, tourists, and Anchor’s food and beverage (F&B) partners.

The campaign kicked off on 18 October with a giveaway event: Anchor teamed up with six partner cha chaan teng brands, offering a free Anchor Buttered Pineapple Bun to dine-in customers who spent HK$30 or more.

To build anticipation, Anchor invited local foodies and Xiaohongshu KOLs to visit featured cha chaan tengs and sample the signature buns—giving their followers a sneak peek of the buttery experience to come.

Adding a playful twist, Anchor joined forces with popular content creator Life.in.Debt 負債人生 to launch Hong Kong’s first-ever “Find the buttered pineapple bun” treasure hunt.

As part of the challenge, 10 Anchor pineapple bun models were hidden near cha chaan tengs across Hong Kong, Kowloon, and the New Territories. Treasure hunters who found them received dining vouchers, with Kathy from Sony Music’s rising girl group IdG Bubbles acting as event ambassador and personally hiding the buns.

Running throughout October, the integrated campaign spans social media, influencer collaborations, and in-store experiences. To tie into the National Games and expand the reach of the “香濃可口 為你加油” message, Anchor also launched the “free upgrade butter campaign” in partnership with over 300 cha chaan tengs.

On 11 November, more than 10,000 free Anchor Butter upgrades were offered with every pineapple bun purchased at participating outlets.

The campaign featured a comprehensive 360-degree media rollout, including bus body ads, athlete influencers from the National Games, multi-channel digital media, in-store POS materials, strategic partnerships with cha chaan tengs, gamification, and KOL-driven engagement. It also emphasised cultural branding that celebrates local identity through the city’s culinary heritage. These efforts reinforced Anchor’s mission to preserve and celebrate Hong Kong’s beloved food culture, demonstrating that sometimes, a little butter truly can make everything better.

“Nothing says Hong Kong quite like a pineapple bun with butter,” said Carmen Fung, brand manager at Anchor. “Through ‘香濃可口 為你加油’, we want to share a moment of warmth and encouragement with the city. One rich, creamy bite at a time.” 

“Food has always been how Hongkongers connect - to their city, their culture, and each other,” said Tony Cheung, associate director of digital & content at Omelette Digital. “Through ‘香濃可口 為你加油’, we wanted to celebrate that connection, showing how something as simple as a buttered pineapple bun, made with care and quality, can lift spirits and bring people together.” 

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