Towngas put men in the kitchen through TVB variety show collaboration

Hong Kong's energy supplier Towngas has once again collaborated with TVB to promote its appliances, leveraging the increasing popularity of cooking among Hongkongers via a variety show. 
 
The cooking variety show Oppa’s Cuisine showcases male artists who cook dishes with Towngas kitchen appliances including built-in hobs and oven in a cooking competition. In collaboration with PHD Hong Kong, the ongoing programme leverages the rising popularity of cooking among Hongkongers which primarily started since the onset of the pandemic. Towngas also aims to capture this sentiment and connect with a new potential audience by engaging them in this variety show. 

"TV is a powerful mass platform. The captivating cooking show, with natural product placement, allows advertisers to engage in a delicate dance with viewers, effectively influencing their decisions with embedded advertising," said Raymond Wan, controller, strategic development of TVB. 

“We have been in close partnership with Towngas throughout the years and we hope to provide a fresh platform for the brand through Oppa’s Cuisine,” he added.

Towngas integrated its messages within a popular programme before. Previously in collaboration with PHD, Towngas leveraged the strong familial cues of Come Home Love: Lo and Behold and employed the TV drama's popular characters in the branded content to bring Towngas’ brand purpose to life. The agency said the integration synced advertising with programming, delivering a highly contextual yet unmissable brand experience for audiences.

In 2018, PHD Hong Kong also launched a market-first in-video advertising campaign for Unilever, inserting Knorr products ad into TVB’s myTV SUPER service by using Mirriad’s technology. The in-video ad insertion allowed Knorr’s ‘The Irreplaceable Home Taste’ campaign to appear in popular video content at scale, reaching a potential audience of six million viewers in Hong Kong without disrupting their viewing experience.

"In continuation of our previous partnership with TVB where we delivered a market-first branded content sync within popular TV programming for Towngas, we will continue to seek out new avenues and strategic partnerships to establish Towngas as the brand to turn to for home cooking, whether it may be to ‘cook for fun’ or to ‘cook for love’, both of which are strategic pillars of the brand,” said Phyllis Lam, business director of PHD Hong Kong.

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