TamJai sister brands offer HKers free toppings as part of latest app revamp

TamJai sister brands have gone out of the box by giving out fresh toppings to their members as part of their latest app revamp campaign, running until 6 July. 

Themed around “free toppings”, the campaign will see TamJai Yunnan Mixian and TamJai SamGor Mixian stores decorated with cartoon characters featuring their signature food items such as gigantic chicken wings, century eggs, pork belly, fish cake or even their signature minced pork (炸醬).  

The characters are nicely designed and executed in different styles for each of the two brands. Taking TuFei Wings as an example (土匪雞翼) – it looks like a team leader at TamJai Yunnan Mixian stores while the wings resemble a villainy at TamJai SamGor outlets.  

Customers can simply use the brands’ loyalty apps TamJai Club and SamGor Spicy Club, to get free topping for their mixian bowls by tapping those characters in-store. The activation is named “catch to beef up your toppings” (捉料加餸) in Cantonese, in which 捉料 sounds the same as sumptuous ingredients (足料) thus obviously a strongly implied value message. 

In terms of marketing strategies, a spokesperson from TamJai said digital loyalty marketing has been deployed with a bespoke mobile application. CRM innovation has also been leveraged and blended with in-depth brand content.

Done in collaboration with local agency de göose, the campaign aims to refresh loyalty programme proposition to offer members better value and service, as well as deepening emotional engagement with members with brand content innovation.

Ronald Wong, CMO of TamJai International said: “We also did improve our app UI and app performance at the same time but clearly value is the key thing we’d like to deliver to our customers, especially during tough times. We Chinese are familiar with the concept of beefing up our dishes (加餸) and it is a fantastic thing to have with your family and friends because no matter it’s good times or bad, 加餸 always adds that positive vibe and spices up our days.” 

“I really like our new customer proposition. It’s ‘what you see is what you get’ kind of clear. We know we had to keep it that simple because loyalty programmes often complicate things and at times make rewarding experiences painful. Customers are loyal to brands because they are happy with the brand’s products and services so why don’t we just stick with that as reward.”  

“Moreover, fans would also resonate with brand content tastefully done. They need to feel that it is a brand that they can interact with on a creative level and that is something both brands TamJai Yunnan Mixian and TamJai SamGor Mixian have done well in the past. Therefore this loyalty refresh has to be wow and unexpected, you have seen part one of it and stay tuned for more,” he added. 

David Hung, group senior CRM and digital manager, TamJai International said: “We only wanted our members to take away two things – value and simplicity. Earning points, redeeming them for rewards, and moving to the next tier after spending a certain amount - these are the standard features of most loyalty programmes.” 

“While adding complex game rules may make a program seem unique, it often creates confusion and requires members to spend time learning. In today’s fast-changing market, it is not easy to get customers' patience. That’s why we’ve decided to review the positioning of our loyalty program, focusing on simplicity and delivering clear value,” he added. 

He added that there are just two benefits introduced to the brands’ loyalty members, including “free topping”, “For every bowl you eat, you already get a free topping for your next bowl. Because we generously price each free topping at only 60 points.” 

“Second – ‘VIP benefit – 20% off dinner every day’, members who spend HK$600 in the last three months automatically unlock this VIP benefit. It is as simple as it says. Also good for use In Conjunction with other offers."

Related articles:

TamJai SamGor and HK Express take bold new spicy flavour to the skies
TamJai banks on social media sensation Santi to reach younger audiences