Maxim's Cakes unveils AI-created ad video to promote new crunchy cake

Maxim's Cakes has unveiled its first video advertisement entirely created using artificial intelligence (AI) to promote its new product and emphasise its brand modernity.

This comes as Maxim's Cakes has launched a new cake called Hazel Crunchy Joy (趣脆榛子樂), which combines hazelnuts and chocolate, providing customers with a crunchy texture while eating it.

Also known as “Crunchy like never before”, the campaign aims to promote this new cake while highlighting its upgraded crunchy texture, multi-layered sensory experience, and appeal to chocolate-hazelnut treats.

A spokesperson from Maxim's Cakes told MARKETING-INTERACTIVE that the campaign targets dessert lovers, food enthusiasts, chocolate-hazelnut treat lovers, as well as families, party-goers, and birthday celebrants.

As part of the campaign, Maxim's Cakes' in-house branding team has launched an entirely AI-created short advertisement, which is available for viewing on Facebook, Instagram, Google display ads, YouTube, and in-store display screens. The video has adopted a product-centric focus, emphasising unique features such as seven layers of texture (crispy, rich, smooth), and a "crunch upgrade" through visuals and descriptions.

The video seeks to innovate content creation, showcase cutting-edge technology in marketing, and enhance the visual appeal of the product launch, while potentially reducing production costs and time, according to the spokesperson.

Beyond the video, the campaign has employed a multi-channel approach. It is promoted through full-page ads in newspapers, advertisements on bus bodies and shelters for high-visibility in urban areas, Google DV360 banner ads, Google SEM, Google Rich Media formats, in-store promotions, and on Maxim's online shop, as well as product seeding to foodies for Instagram Reels.

While the physical store launch runs from 27 August to 31 October, the product will remain available longer on online ordering platforms. Maxim's Cakes has also offered member discounts and shareable sizing to encourage group purchases.

Don’t miss: Maxim's and HK Electric inspire eco-friendly culinary trends with new campaign

Back in May, Maxim’s Group and The Hongkong Electric Company partnered to launch the “All you can cook!” x “Happy green campaign” culinary competition, championing food conservation and inspiring innovative eco-friendly culinary trends.

This initiative encouraged Hongkongers to unlock their culinary creativity by fully utilising food ingredients and thoughtfully turning pre-consumer surplus food into ingenious and delicious dishes.

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

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