Yoshinoya HK appeals to Gen Z consumers with new rebranding campaign

Yoshinoya Hong Kong and Mediabrands Hong Kong have come together to launch a new rebranding campaign “Live to the fullest” (全力全開), to fuel up the young generation as they were dealing with the Hong Kong Diploma of Secondary Education (DSE) examination. 

The rebranding campaign targets a new generation of fast-food enthusiasts to kick off the brand's CRM’s fifth anniversary celebration. Leveraging on the Gen Z insights, Yoshinoya seizes the opportunity to offer various signature donburis as energising and fulfilling food alternatives, thus reconnecting with the younger audience and reinvigorating the brand's image.

This rebranding builds on years of groundwork of the brand as it has strategically invested in enhancing customer experience, expanding digital capabilities, and implementing a robust membership system, positioning Yoshinoya to reshape Hong Kong's fast-food landscape.

Done in collaboration with IPG's subsidiary agencies Mediabrands Content Studio (MBCS) and Initiative, the new campaign features a 60-second video revolving around three heartwarming stories, showcasing individuals fueled by Yoshinoya's flavourful donburi meals, skillfully connecting donburi as the best energy support. The campaign wishes to echo the Yoshinoya’s commitment to fuel up their customers with positive energy and support them through all challenges.

The video is accompanied by an original song that embodies the "全力全開" spirit, further cementing Yoshinoya's status as the go-to source for both sustenance and inspiration.

The campaign is amplified through vibrant key visuals and outdoor media placements such as bus bodies and out-of-home ads, ensuring the "全力全開" message resonates across Hong Kong and sparks conversations. While the company offers exclusive promotions tailored for students, timely social media content were customised per exam schedule to bring consistent support for students. This heartfelt commitment elevates Yoshinoya from a mere fast-food chain to a symbol of perseverance and ambition, endearing the brand to a whole new generation, according to the release. 

Commenting on the new campaign, Janet Yuen, CEO of Hung's Food Group, shared, "Our vision for Yoshinoya has always been to create a brand that resonates with the aspirations and needs of a new generation. The 'Live to the fullest' (全力全開) campaign marks a pivotal moment in our journey, as we celebrate the culmination of years of dedication, innovation, and collaboration. This campaign embodies the spirit of perseverance and ambition, inspiring not only our customers but also our team to strive for excellence in all we do."

Meanwhile, Penny Chow, managing director of MBCS, said the agency aimed to craft a campaign that transcends the realm of traditional marketing which harnessed the synergy of data-driven insights, innovative thinking, and a deep understanding of its client's challenges.

"The 'Live to the fullest' (全力全開) campaign has successfully elevated Yoshinoya as an inspiring symbol of determination and ambition by creating meaningful connections with a younger audience. Our achievement highlights the remarkable impact that emerges when we unite creativity, empathy, and a shared vision to inspire positive change in the industry and beyond," Chow added. 

MARKETING-INTERACTIVE has reached out to Mediabrands HK for more information. 

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