Keeta taps Edan Lui and Ryan Choi for new taste dimension

Keeta, the food delivery brand under Meituan, has launched a new branding campaign featuring newly appointed brand ambassadors Hong Kong singer Edan Lui and fencer Ryan Choi to help consumers enjoy food and a relaxed summer experience.

Under the tagline ”Right flavour, more favours.",(啱Kee 啱你多啲), the campaign plays on the Cantonese phrase “啱 key”, which means being on the same wavelength. It aligns with the brand’s commitment to creating a “new taste dimension” (外賣新嚐態) for food delivery, offering consumers a more diverse, high-quality, and surprising experience. The campaign is done in collaboration with local creative agency NoTwo.

It targets Hong Kong consumers seeking value, speed, and reliable delivery; users who actively pursue top-tier local lifestyle experiences, concerts, and sporting events; as well as dedicated fans of Lui and Choi - leveraging the duo's massive local influence to drive immediate engagement and viral reach.

This campaign positions Keeta as an intuitive companion that understands users' lifestyle needs by delivering both meals and exclusive experiences such as football match access and concert ticket giveaways. Lui and Choi are chosen because their genuine friendship embodies "knowing each other best," reflecting how Keeta understands its users.

To maximise reach and introduce the campaign concept to the masses, Keeta is heavily investing in TV commercials and premium out-of-home placements across high-traffic districts. The brand has also released a video on its social media platforms, featuring Lui and Choi as roommates comically arguing over what to eat. The spot highlights that starting today, Keeta delivers food quickly - along with surprises and deals.

To further leverage the popularity of Lui and Choi in engaging audiences, Keeta has integrated music into the dining experience by teaming up with the duo and DJ team Cantomania to launch the first signature experience — the "Keeta x Cantomania cantopop party on 30 June.

Selected users will have the exclusive opportunity to interact up close with Lui and Choi, enjoy a selection of fine wines, and immerse themselves in the powerful rhythms of Cantopop — fully embracing the "啱Kee" experience that Keeta has crafted.

Furthermore, starting 1 June, Keeta will launch five limited-edition collectible cards featuring Lui and Choi, allowing fans to enjoy their takeaway food anytime, anywhere with the duo by their side. The cards will be available in limited quantities while supplies last. Specific redemption mechanics and details will be announced soon on the Keeta app and official social media platforms.

Keeta has also set up a dedicated campaign page within its app. Available until 16 June, the food bingo missions can be completed by following the instructions to earn various rewards.

Users who complete six lines can redeem two tickets to the "Keeta x Cantomania cantopop party" along with a HK$200 voucher bundle starting at 8pm on 16 June via the in-app campaign page. A total of 125 winners will be awarded on a first-come, first-served basis while supplies last. Results will be announced via registered email by 23 June.

According to a Keeta spokesperson, the campaign uses the genuine connection between the brand ambassadors as the emotional heart of the campaign across all touchpoints. It also balances brand building with targeted digital performance marketing to turn cultural excitement into actual app downloads and orders.

Don’t miss: Keeta turns delivery receipts into dine-in discounts

Back in April, Keeta launched a campaign aimed at deepening local connections and supporting the growth of Hong Kong's dining industry.

The campaign, also known as "本地尋味 - 留單有著數," sought to bring greater exposure and customer flow to Hong Kong's unique small and medium-sized eateries by leveraging its large user base. This initiative not only offered users exclusive delivery discounts but also pioneered a "keep your receipt" (留單) model that provided dine-in discounts.

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