Cafe de Coral suggests value menu will bring tears of joy

The campaign is the first for McCann and MediaCom, which won the account in April.

With the new tagline「天天超值午餐」(everyday's value menu offers), the campaign consists of TVC, print, MTR OOH ads and an online 'microdocumenatry'. The campaign will go through different phases throughout the month.

One suprising element is the choice of Agnes Wu (胡孟青), a well-known Hong Kong stock market commentator and host of a financial programme on Now TV, as brand ambassador. Wu is famous for her outspoken commentory but has never served as a brand ambassador.

The campaign plays on the fact that Wu is famous for crying on her programme when HSBC stock fell sharply in March 2009. The TVC begins with a close-up of Wu, who is apparentlty moved to tears by the low price of the ying yang fried rice value meal.

Cecilia Chan, MD of MediaCom Hong Kong, told Campaign Asia-Pacific the value menu is changing regularly, in line with changes in inflation, in order to offer value and differentiation.

Chan added that an interesting print ad will debut on 20 May, playing on daily weather reports. The campaign also includes an online microdocumentary. "It is good to explore new media platform with more creative executions," Chan said,

After viewing the new TVC, a 4A industry head commented that it is different from the brand's previous efforts, but commented that it could be 'more creative' so as to make some noise in the market. "The local market has a lot of happenings and ups and downs recently," this agency head said. "There should be lots of material to create a propelling story."