Fairwood leverages online display ads to promote latest takeaway service

Government restrictions and the fear of contracting the virus have prevented many diners from enjoying their meals in restaurants — instead, they choose to order takeaway. Hong Kong's fast food chain Fairwood has rolled out a campaign to promote its online takeaway services, consisting of a number of display ad creatives.

Two months ago, Fairwood rolled out its first online takeaway service (Chinese: 買定嚟走; English: Buy, Swing By & Bye Bye), which relies entirely on online display ads and search engine marketing.

The campaign comprises over 20 versions of display ad creatives tailored for each stage of the marketing funnel. Every creative has a specific objective and message. To optimise the campaign's performance, after A/B tests, the display ads will either be replaced with alternate versions or make quick minor changes.

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"Instead of proposing a big-bang campaign to launch our new services, our agency partners recommended us to take this very first step to test and learn about our customers' behaviour," said Peggy Lee, CMO of Fairwood.

Hungry Digital, the creative force behind this campaign, tells Marketing that the creative process is like "developing a new recipe in the kitchen" as the client and agencies have to keep testing and learning.

"It involves multiple revisions of the creatives and optimisation of the programmatic media buys too. Throughout the campaign period, both creatives and media continue to evolve and improve its relevancy with consumers," said Rudi Leung, director of Hungry Digital.

The campaign has helped drive significant growth in Google searches of "Fairwood Online Order" and direct visits to the restaurant's ordering site.

"Although we are still at the beginning of digital marketing, we already see a significant business result generated by this campaign," said Lee.

"Launching an online ordering service is only the first step. Digital marketing will definitely be essential for Fairwood in the future. And we are keen to take our brand to the next level through digital marketing."

 

Credits:

Clients: Fairwood Holding Limited
CMO: Peggy Lee
Marketing director: Emily Wong
Marketing manager: Rocky Ma

Media agency: EternityX
Executive director: Victor Lee
Account manager: Cecilia Cheng
Senior account executive: Vito Go
Senior account executive: Leo Tong

Creative agency: Hungry Digital
Creative director: David Lo
Associate director, creative strategy: Charlie Tsang
Senior strategist: Vickie Lam
Art director: Ronald Cheuk
Copywriter: Rudi Leung
Account manager: Angela Kwok

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