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Maxim’s CNY push gets sticky

Every year around February, caterers, bakers and restaurants fight for eyeballs with spreads of turnip cakes, sweets and festive delicacies. Maxim’s Caterers used to be one of them, but this year, it gets “sticky” with a TVC and out-of-home campaign.

“Traditional Chinese New Year products – cakes, gift boxes, treats – are all a part of Maxim’s cultural identity in Hong Kong. But these gifts are more than just a product, they carry a sentiment, a love for family and friends, so our campaign really wanted to put that human touch in our latest push,” said Eve Leung, senior marketing manager in the company’s branded products department.

The CNY campaign – dubbed “Maxim Yee”, which translates to beautiful sentiments – has a TVC with a cute girl eating a turnip cake packed with dried scallops.

She and another girl are featured with the brand’s crown products on out-of-home ads, on which are QR codes that lead to Maxim’s website, where users can download or view online videos of the two young stars giving CNY blessings.

The brand has also partnered up with MTR to make a magnetic wall in Kowloon Tong station, where red couplets also featuring the two girls are made into magnets that passersby can take away.

Unveiled last Wednesday, the magnets will be replenished five times until 3 February.

“CNY is a big deal for us every year, but this year we want to really strengthen our leadership in the cake department,” said Leung. “In the market, everyone is doing product-oriented ads, so we want to communicate our uniqueness and boost awareness with a human touch and sentiment by emphasising on happiness, gathering and togetherness.”

One of the biggest challenges, she added, was to strike the balance between conveying product knowledge and the human touch. But so far, she’s satisfied.

“One the one hand, I think we have the appetising product, and yet the girl passes on our message in a clear, consistent and coherent way.”

The creative concept was done by Turn; while Maxus and Occasions handled media and PR duties, respectively.

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