Café de Coral brings big dinner culture to life via humour

Café de Coral is reminding Hongkongers the importance of a proper dinner, which isn't quite complete without soup and dishes. 

Under its "Hong Kong flavour is a must" platform, the brand’s latest campaign explores what a satisfying evening meal looks like, delivered with a clever linguistic twist. The campaign centres on the term “Big dinner,” playing on its double meaning: a traditional, hearty feast and the Gen Z slang for something that is "insanely good."

Done in partnership with dentsu Hong Kong, the campaign titled "Big dinner is a must" brings Cantonese wordplay to life through a series of playful videos, each kicking off with a pun that draws audiences toward the product in a natural way.

Starring actor-brothers Chu-Pak-Hong and Chu-Pak-Him, the videos play up their banter and chemistry, capturing the kind of fun company Hongkongers enjoy over dinner. It feels entertaining and part of the mealtime moment, helping people unwind after a long day.

“We want to make a proper, hearty ‘big dinner’ accessible to everyone,” said Angel Tam, director of marketing, Café de Coral. “A comforting dinner should be part of everyday life, and Café de Coral aims to bring that feeling to the table with premium ingredients such as fish maw, a long-boiled soup and a wide selection of Chinese-style dishes that add a little more warmth to everyday dining."

“Some jokes only work locally, and that’s what makes them so relatable. By leaning into humour that feels familiar to Hongkongers, we’re creating a more local and approachable brand voice. Through these familiar moments, we help Café de Coral rejuvenate the brand and stay relevant with its audience,” said Diana Tam, managing partner and director of operations, dentsu Hong Kong.

“Built as an integrated campaign, the media strategy goes beyond mass awareness to focus on high-potential audiences. Playful videos are used to build interest, while retargeting to drive engaged audiences to Café de Coral’s ecommerce website. The banner ads rotate different delicious dishes based on menu offers, encouraging users to purchase dinner set vouchers to drive conversion,” said Nicholas Siu, business director, media, dentsu Hong Kong.

MARKETING-INTERACTIVE has reached out to dentsu for more information.

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