Fairwood taps Louis Cheung and Brendan to promote local flavours

Hong Kong-based fast food chain Fairwood has tapped local artist Louis Cheung (張繼聰) and Australian born influencer Brendan who speaks Cantonese, to promote its seasonal claypot rice, utilising a "glocal" approach that celebrates global appeal while emphasising local roots.

This comes as Fairwood reintroduces its "claypot master" (阿活煲神煲仔飯) series for autumn and winter, partnering with Tai O Yick Cheong (大澳益昌), a 100% Hong Kong-made brand with three generations of heritage. The collaboration adds iconic local flavours such as salted fish paste, secret-recipe shrimp paste, and sun-dried squid to Fairwood’s claypot rice, delivering an authentic Hong Kong taste.

Also known as “Fairwood claypot rice X Tai O flavours” (阿活煲神 X 大澳風味 焦香煲仔飯), the campaign is done in collaboration with creative agency Hardchi Creative and PR Agency The Bridge Agency.

A spokesperson from Fairwood told MARKETING-INTERACTIVE that the campaign primarily targets the over-30 age group, who have a strong nostalgic connection to these classic Hong Kong flavours. Simultaneously, the campaign actively targets younger consumers who are curious and eager to try traditional dishes such as claypot rice, presented with a fresh, modern narrative. 

The campaign features local artist Cheung and Brendan, aiming to craft a compelling narrative that resonates with various audience segments, according to the spokesperson. While Cheung is a multi-talented singer, composer, and actor who appeals to a broad age group and brings credibility and popularity, Brendan offers a fresh perspective as an Australian settled in Hong Kong with a deep passion for its culture and cuisine.

As part of the campaign, a 15-second video has been launched on Fairwood’s social channels. Filmed in the stilt villages of Tai O, the authentic video follows Brendan on a culinary adventure, with Cheung portraying a charismatic Tai O fisherman named Haa Lou Chong (蝦佬聰). Cheung guides Brendan, highlighting the depth and heritage of these Hong Kong flavours. Together, they form a powerful duo: one discovers the tastes, while the other embodies their roots.

The campaign leverages witty Cantonese wordplay, integrating the word 「曬」 (meaning sun-dried) into its tagline. The punchlines, 「呢煲真係『港』得『曬』呀！」, 「魷筒大曬」, 「蝦醬夠曬」, and 「臘腸掂曬」, are playful and memorable phrases that feel familiar and shareable, strengthening the local brand identity.

While the campaign kicked off on 8 October with the first wave of flavours, a second wave of new varieties and a new film are scheduled for launch in November to maintain excitement and engagement throughout the season.

A comprehensive 360-degree marketing campaign has been implemented to maximise reach, according to the spokesperson. This includes television commercials (TVC), out-of-home (OOH) advertising such as MTR and bus body ads, social media campaigns, programmatic digital advertising, print ads, public relations coverage, and in-store point-of-sale materials (POSM).

"At Fairwood, our mission extends beyond serving food; it's about preserving and evolving Hong Kong's culinary heritage. The claypot rice is a cherished tradition, and through campaigns like this, we aim to pass this tradition on to the next generation. By continuously infusing it with new, authentic flavours and telling compelling local stories, we ensure this iconic dish remains a vibrant and beloved part of our city's culture for years to come,” said the spokesperson.

Don’t miss: Fairwood blends kung fu with culinary craftsmanship to promote claypot rice

Fairwood has been launching campaigns for its claypot rice each October during the autumn season. Last year, it introduced a campaign titled "That's what we call the true taste of Hong Kong", capturing the passion and pride that Hongkongers feel for their local delicacies.

The company’s efforts for this campaign were done in sight of mirroring the city’s “can do” spirit as well.  With the campaign, Fairwood identified three individuals with each uniquely representing the authentic taste of Hong Kong.

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