FWD and TamJai SamGor join forces to create fresh brand experience

Insurance brand FWD has teamed up with TamJai SamGor to make insurance part of everyday life in a way that feels natural and relevant. This collaboration moves beyond traditional advertising, creating a fresh brand experience that connects with customers through authentic, lifestyle-driven engagement.

This comes as FWD and TamJai SamGor share a common belief: putting customers first. This campaign brings together two brands that deeply understand their audiences to create experiences rooted in everyday life, said a FWD spokesperson in conversation with MARKETING-INTERACTIVE.

“By partnering with a brand Hong Kong consumers love, we amplified awareness for the medical protection as an everyday choice while celebrating TamJai SamGor’s commitment to customer-centric innovation. Together, we reinforced a shared message—making life’s essentials, from dining to protection, simple, accessible, and part of daily routines.” 

This partnership not only integrates cultural insights and lifestyle elements but also celebrates TamJai SamGor’s latest product launch, bringing together health protection and authentic dining experience to deliver more value and connection for customers. 

On the other hand, the partnership aims to sustain the momentum of FWD’s "One&All medical plan" promotion,  creating a unique activation that resonates with local culture while reinforcing FWD’s core values – understanding customer needs and offering affordable pricing. 

FWD One&All medical insurance plan was created with a bold and inclusive vision: to make medical protection accessible and affordable for everyone. In a market where nearly half of the population lacks coverage, One&All addresses this gap with flexible options and a people-first approach. 

This initiative bridges insurance and lifestyle, making health protection part of everyday life and creating authentic cultural connections. It also reflects FWD’s commitment to delivering relevant, accessible healthcare solutions and connecting with audiences in authentic, meaningful ways. 

As part of the campaign, FWD and TamJai SamGor launched a limited-time pop-up store "人仁店" at TamJai SamGor’s Central flagship store, creating a unique, high-visibility experience in a prime location.

Available from 11 until 30 November, FWD MAX members who register can enjoy TamJai SamGor’s latest creation—a free serving of potato starch noodles tossed in their signature hot and sour sauce. This exclusive offer lets customers savour the new product while experiencing the benefits of the partnership. 

Phase two of the campaign connects with customers through a channel that is deeply rooted in lifestyle and everyday essentials — integrating FWD's message into the everyday act of eating, making medical protection part of life’s simplest and most essential habits. 

To amplify the campaign, eye-catching in-store branding and exposures were included at TamJai SamGor’s Central flagship store, while generating social buzz through user participation. On-site registration and instant coupon redemption provided customers with immediate benefits and seamless experience.  

Paul Tse, chief customer and marketing officer, FWD Hong Kong & Macau, said: “Changing the way people feel about insurance is at the heart of FWD’s vision. This campaign brings that vision to life by aligning with Hong Kong’s unique lifestyle and ensuring medical protection is inclusive, affordable, and seamlessly integrated into daily living.” 

Maggie Sze, marketing director of TamJai SamGor, said: "We are thrilled to collaborate with FWD and to participate in the FWD One & All Campaign. This partnership meaningfully showcases the benefits of the Insurance Plan alongside our Mixed Potato Starch Noodles, highlighting the harmonious synergy between our two brands’ philosophies." 

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