Fairwood taps 'Night King' stars to spice up Ah Wood curry

Hong Kong-based fast food chain Fairwood has tapped local actresses Renci Yeung and Kay Choi, stars of the movie "Night King" (夜王), to promote its newly upgraded Ah Wood Curry dishes and engage with a younger audience.

Also known as “Ah Wood curry new series” (阿活咖喱新系列), the campaign introduces three newly upgraded Ah Wood curry dishes: Ah Wood curry pork cartilage with rice, Ah Wood curry mixed meat with rice, and Ah Wood curry shrimp with rice, while reinforcing "Ah Wood curry" as Fairwood's signature curry brand.

A spokesperson from Fairwood told MARKETING-INTERACTIVE that the campaign primarily targets the mass market in Hong Kong, focusing on younger consumers aged between 18 and 35 who are active on social media and follow pop culture trends. The campaign also seeks to resonate with loyal customers by reinforcing Fairwood's commitment to quality and value.

While "Night King" is a popular recent Hong Kong film about Foon, a veteran nightclub manager facing a hostile takeover in 2012 by his ex-wife, he and his ex-wife must join forces to modernise the business and fend off a corporate conspiracy. Yeung and Choi, who play the roles of 煲煲 and 葵芳, are chosen to feature in the campaign.

Yeung and Choi are ideal ambassadors for this campaign because they embody the vibrant, energetic, and fun spirit of the new Ah Wood curry, according to the spokesperson. Their beloved characters resonate with movie fans, and their on-screen chemistry allows the campaign to tap into the positive emotions audiences already associate with the film by having them “reunite” for Fairwood.

Moreover, Yeung and Choi are genuine fans of Fairwood’s products, and their authentic enthusiasm makes the partnership truly special, the spokesperson added. “By leveraging the popularity of the recent popular movie and its iconic lines, we seek to create buzz, enhance brand love among younger consumers, and drive traffic.”

As part of the campaign, a one-minute video has been released featuring Yeung and Choi reprising their roles as "hostesses," switching jobs and applying for positions at Fairwood. The script playfully adapts classic quotes from the film, such as "四捨五入" (rounding up), "堅持百貨應百客" (catering to all tastes), and "依家興吖嘛" (it's trending now), to highlight three new curry dishes in a lighthearted and memorable way.

Designed for social media sharing, the video aims to maximise reach and engagement through humour and relatable content. It will serve as the campaign's centerpiece and will be distributed across Fairwood's social media platforms, including Facebook, Instagram, and YouTube.

To ensure maximum reach, the campaign has adopted a comprehensive 360-degree approach, including out-of-home advertising on MTR escalator crown panel displays, social media amplification by leveraging the celebrities' own channels, programmatic digital advertising, print advertisements, public relations coverage, and in-store point-of-sale materials.

Adwin Lau, marketing director, Fairwood, said: “We're excited to partner with Renci and Kay for the launch of our upgraded Ah Wood curry series. The film has truly resonated with Hong Kong audiences, and we wanted to bring that same energy and fun to Fairwood. By weaving its iconic lines into our campaign, we're creating a cultural moment that invites everyone to rediscover the bold, aromatic flavours of Ah Wood Curry, at a great value. It's all about delivering a 'new level of delicious' that our customers can enjoy."

Don’t miss: Fairwood taps Louis Cheung and Brendan to promote local flavours

Back in October last year, Fairwood 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.

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 was done in collaboration with creative agency Hardchi Creative and PR Agency The Bridge Agency.

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