Café de Coral has launched a “Ja-Ja-Lum Sizzling Plate” ad campaign to promote its new dish with a dollop of Cantonese wordplay.
The campaign, created by McGarryBowen, highlights the various visceral elements that together make up the dining experience when having the Hong Kong-style steak dish; the sizzling sound of the hot plate, the bubbling gravy, and the juiciness of the steak.
The title of “Ja-Ja-Lum Sizzling Plate” plays on the meaning of the words “Ja-Ja” (an onomatopoeia for the sizzling sound of the sauce) and “Lum” (which means “pouring” in Cantonese). Together they form the phrase, “Ja-Ja-Lum” which means “act fast” in Cantonese slang. This itself has a double meaning, as it describes the speedy nature of preparing the dish while also encouraging diners to promptly check it out.
Marketing has to raise a glass to whoever on the McGarryBowen team cooked up that bit of wordception. The agency was recently appointed as creative AOR for Café de Coral, winning the restaurant chain’s business at the beginning of the year.
The new sizzling steak dish is now available in Hong Kong and the Greater Bay Area, including Macau, Guangzhou, Shenzhen, Zhongshan, and Foshan.
Café de Coral Hong Kong
Managing director Piony Leung
Marketing director William Tsing
Senior marketing manager Darlie Leung
Assistant marking manager Katherine Tong
Marketing officer Irene Leung
Café de Coral China
Managing director James Yang
Senior LSM manager Jenny Wu
Marketing manager Queency Huang
Chef executive officer Simone Tam
Chef creative officer Jeffry Gamble
Group creative director Frankie Fung
Associate creative director Keith Liu
Senior art director Au Sui Lun
Art director Kaye Wan
Senior account director Diana Tam
Senior account manager Tim Lam