Café de Coral highlights family togetherness with new campaign

Hong Kong fast-food chain Café de Coral has unveiled a heartfelt campaign centred on the theme of family togetherness, underscoring the brand’s commitment to being a comforting presence in the lives of Hong Kong residents, especially during challenging times.

Titled "Timeless taste of Hong Kong", the campaign features a cinematic commercial titled “No matter how the world changes, I want to stay by your side” (無論世界點變 都想一直喺你身邊), which explores the enduring bond between a father and son as they navigate life’s ups and downs.

The narrative reflects the resilience of Hong Kong people, emphasising shared experiences and perseverance through adversity. The message “Take a good rest, eat well, it will get better” (好好休息，好好食飯，會過的), resonates deeply, capturing the spirit of Hongkongers and Café de Coral’s enduring role in their lives.

Developed in collaboration with dentsu Hong Kong, the campaign spotlights baked pork chop rice, a dish that embodies warmth and comfort. For generations, it has been a staple for families, bringing them together over shared meals. Since Café de Coral's establishment in 1968, this dish has remained a symbol of togetherness, evoking cherished memories and nurturing connections among loved ones.

The campaign has been rolled out across multiple platforms, including television, digital channels, outdoor advertising, and social media, according to the release.

“This dish transcends mere sustenance—it is a memory, a cherished tradition, and a hallmark of our local culture,” said Piony Leung, CEO of Café de Coral.

“For over five decades, our Baked Pork Chop Rice has woven itself into the fabric of Hong Kong’s narrative. It is profoundly moving to witness how it continues to bring comfort and joy to every generation,” Leung added.

“We wanted to honour the legacy of Café de Coral in a way that felt both nostalgic and fresh. The execution is deeply rooted in local culture—from the storytelling to the visual language. We reimagined classic Hong Kong cinematic styles to tell a story that’s not just about food, but about resilience, love and the emotional threads that tie generations together,” said Jeffry Gamble, chief creative officer at dentsu Hong Kong.

MARKETING-INTERACTIVE has reached out to Café de Coral for more information.

Don't miss: Café de Coral's new brand brings joy to those with chewing and swallowing difficulties

In another heartfelt move in November 2024, Café de Coral Group introduced its "Taste Joy" soft gourmet brand, offering specially designed meals for individuals with chewing and swallowing difficulties.

Embodying the notion of “Savour the memories, taste the happiness”, the brand’s products are crafted professionally to meet the International Dysphagia Diet Standardisation Initiative (IDDSI) and Guideline of Care Food Standard.

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