Fairwood gives Bob Lam an AI makeover in celebration of local flavours

Hong Kong-based fast food chain Fairwood has launched a new campaign featuring local celebrity Bob Lam, using artificial intelligence (AI) technology to produce visuals that appeal to various groups of Hongkongers.

The campaign is part of Fairwood's series titled “Ah Wood local classic” (阿活港經典), which offers a comprehensive menu spanning breakfast, lunch, afternoon tea, and dinner, providing round-the-clock service that aims to cater to every customer’s taste buds.

Running until September, the campaign celebrates classic Hong Kong flavours that locals know and love, reinvigorating them for today’s audience. It aligns with Fairwood’s core mission of continuously innovating by designing delicious food that bring joy to the community.

The campaign was done in collaboration with local PR agency The Bridge Agency, along with Lam's AI team for digital creative content. Meanwhile, Fairwood’s in-house design team handled the key visuals and graphic development.

A Fairwood spokesperson told MARKETING-INTERACTIVE that the campaign primarily targets the over-30 age demographic including individuals who have a strong sense of nostalgia and a genuine connection to the authentic, classic tastes of Hong Kong.

Lam, as a truly local and down-to-earth "foodie king" in Hong Kong's entertainment industry, offers recommendations that are authentic and highly convincing to the audience, making him the perfect embodiment of this campaign, the spokesperson said. “Furthermore, our collaboration with Lam's AI creative team allows us to create a diverse array of innovative and engaging content quickly. These creative visuals are designed to spark conversation and make the campaign more relatable and viral,” the spokesperson added. 

As part of the campaign, Fairwood has released a series of AI-generated promotional images featuring Lam. Using AI technology, the brand created three unique looks: the relatable “work safety hero Bob” (職安真漢 Bob), the down-to-earth “suited Bob” (西裝 Bob), and the attention-grabbing “Ms Tsui from sales department” (營業部徐小姐). These are designed to spark conversation and make the campaign more engaging and shareable.

The campaign follows a multi-phase plan. The first phase focuses on building broad awareness through out-of-home advertising and print advertisements. The second phase aims to sustain interest and deepen engagement through a PR stunt and targeted social media initiatives. In-store point-of-sale materials (POSM) also support the campaign.

In terms of marketing strategy, the spokesperson said the key to this ambassador strategy is authenticity. "We are moving away from impersonal advertising. Our ambassador is a real, genuine user of our brand, and his public persona is closely aligned with Fairwood's image. This authenticity allows him to organically establish connections with his audience, which is crucial for building a loyal community and driving long-term growth," said the spokesperson. 

The spokesperson added that Fairwood’s menu is curated to be approachable and relatable, featuring beloved classic dishes such as “man's romance” (冬瓜豆腐火腩飯) - a rice dish with braised winter melon, tofu and roasted pork belly.

"This campaign represents a new chapter for Fairwood. By leveraging modern digital tactics and AI, we're making PR stunts faster and more viral than ever before. These tools unlock creative possibilities that allow us to connect with our target audience on a deeper level, creating genuine resonance with the classic Hong Kong flavours they cherish," said Adwin Lau, marketing director, Fairwood.

Don’t miss: Fairwood taps 17-year-old guitarist Dale to appeal to younger audience

Back in May, Fairwood launched a campaign to promote its limited-time product series, "thick-cut US pork cutlet" (啖啖肉脆爆豚皇), while rejuvenating the brand through everyday product activations.

In a conversation with MARKETING-INTERACTIVE, a Fairwood spokesperson said that the campaign, featuring the 17-year-old overnight sensation and guitarist Dale, ran for approximately two and a half months, from 13 May to early August. It combined the themes of "youth" and the product’s "crispiness" to attract young consumers.

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