Fairwood concludes media pitch for HK

Hong Kong-based fast food chain Fairwood has appointed Publicis Media to handle its integrated strategic media buying and planning duties for Hong Kong, MARKETING-INTERACTIVE understands. 

This follows a competitive pitch late last year, and Publicis was chosen due to its exceptional track record in delivering innovative media solutions and its deep understanding of the local market dynamics.

Under the new contract, Publicis has been appointed to oversee media planning and buying for Fairwood across all online and offline channels in Hong Kong. The appointment will be effective from mid-April. 

Adwin Lau, marketing director, Fairwood, said: "We're excited to partner with Publicis Media. Their strategic expertise and strong local market knowledge will help us strengthen Fairwood’s brand presence and connect more meaningfully with our customers across Hong Kong."

Meanwhile, Fairwood also tapped local agency CMRS Group to handle its social media content, including its Instagram account's creative development, production, ad boosting, and daily operations last year. 

Don't miss: Fairwood taps Louis Cheung and Brendan to promote local flavours

Back in October 2025, Fairwood tapped local artist Louis Cheung (張繼聰) and Australian born influencer Brendan who speaks Cantonese, to promote its seasonal claypot rice, utilising a "glocal" approach that celebrates global appeal while emphasising local roots.

The campaign featured local artist Cheung and Brendan, aiming to craft a compelling narrative that resonates with various audience segments, according to a Fairwood spokesperson. While Cheung is a multi-talented singer, composer, and actor who appeals to a broad age group and brings credibility and popularity, Brendan offers a fresh perspective as an Australian settled in Hong Kong with a deep passion for its culture and cuisine.

(photo credit: LINK)

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