Tsui Wah campaign celebrates Cha Chaan Teng legacy

To celebrate its 50th anniversary, Tsui Wah restaurant has launched a new branding campaign to take a stroll down memory lane, and tells the story of how a modest neighborhood “Cha Chaan Teng” (local diner) became a listed restaurant chain in Hong Kong.

Tsui Wah said it prides itself on preserving local culture and heritage while setting a higher standard of Cha Chaan Teng food. In its new video campaign, the local restaurant stars Canto-pop singer Louis Cheung (張繼聰) as a delivery boy to portray how Tsui Wah's founder first started the business.

The campaign spans online and offline advertising, such as TVC, OOH, display and social. The local diner said the video looks to pay tribute to the traditional hard-working spirit of Hong Kong people and to celebrate its 50th years anniversary with customers.

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The response on social media generated over 200,000 video views during the first two days of launch.

Kenji Lee, executive director of Tsui Wah Group said, “We are proud to share 50 years of memory with Hong Kong, and it’s just the beginning of the kick-off to this 50th anniversary campaign. For the coming phase, we will sponsor a famous Hong Kong drama series at the end of this year, plus we'll be launching mobile apps to streamline the customers experience.”

Cathy Cheng, partner of Mindshare Hong Kong added, “Other than mass media to support the launch, we managed to work on Tsui Wah social page management with a launch event live broadcast on Facebook. Results were encouraging – the social engagement index was much higher than competitors' during the same period of time (source: Klarity) and fan growth more than 1,000 within one week.”