Fairwood picks new agency to handle Instagram account

Hong Kong fast food chain Fairwood has appointed local agency CMRS Group to handle its Instagram account, following a competitive pitch in March.  

In conversation with MARKETING-INTERACTIVE, Adwin Lau, marketing director, Fairwood said the pitch's selection criteria focused on creativity, style, market awareness, daily operations, support capabilities, and crisis management experience, including an understanding of the Fairwood's brand.

By showcasing a balanced performance across these aspects, CMRS won the account and is responsible for creative development, production, ad boosting, and daily operations of Fairwood's Instagram account, said Lau.

Fairwood’s official Instagram account, @hkfairwood, is designed to engage food lovers, foster a sense of community, and celebrate Fairwood’s vibrant legacy of quality and connection. 

Since its founding, Fairwood has been dedicated to its motto of “Enjoy great food.  Live a great life”, creating memorable dining experiences for generations.  

The new Instagram platform offers a welcoming space for fans to discover exclusive content about Fairwood’s iconic menu, peek into refreshed shop designs, and meet the passionate teams behind the brand.  

According to a check by MARKETING-INTERACTIVE, the platform already posted some content related to Fairwood's recent store launch and soft meals for consumers with swallowing difficulties. The Instagram account currently has 552 followers.

This initiative reflects Fairwood’s commitment to fostering connection, celebrating teamwork, striving for excellence, and caring for the community, ensuring it meets the needs of everyone. 

In partnership with CMRS Group, Fairwood is bringing its vibrant spirit to life on Instagram. From heartwarming staff stories to showcasing beloved menu items, the platform is designed to delight loyal customers and welcome new fans into the Fairwood family. 

“We’re excited to launch @hkfairwood as a way to connect with our vibrant food community,” said Lau. “This platform celebrates the joy of great food and the moments that bring us together. We can’t wait to share this journey with our fans” 

Roni Chik, group managing director of CMRS Group, added, “We’re honoured to partner with Fairwood to create an engaging Instagram presence that reflects their values and legacy. This platform will bring fans closer to the brand they love in a fun and meaningful way."

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

Back in May, Fairwood launched a new 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.

The campaign, featuring the 17-year-old overnight sensation and guitarist Dale, will run for approximately two and a half months until early August, combining the themes of "youth" and the product’s "crispiness" to attract young consumers.

"By this Pork Cutlet LTO, we aim to attract young consumers by combining the themes of "youth" (年輕 / 青春) and the product characteristic of "crispiness" (脆). This campaign is designed to help young people rediscover Fairwood and establish a deeper emotional connection with the brand."

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