Cantorock group "Mr" gives modern twist to Maxim’s MX Chiu Chow dining campaign

Linda Chan, head of marketing, Quick Service Restaurant and Catering Services, Food Production Centre, of Maxims' MX, told Campaign Asia-Pacific that the brand is the first fast-food chain to offer a Chiu Chow dinner menu, which is part of its "Innovation for food" (為食創新) marketing slogan that was launched last year.

Hong Kong people prefer to have Chiu Chow food with families or a group of friends, but since these restaurants or 'tai pai dongs' tend to be quite old, or located in older districts, people have now become more aware of hygiene issues. The campaign hopes to draw more younger customers to enjoy the cuisine in a restaurant with a more comfortable and friendly ambience.

Hence the object of the campaign is to reinforce the core brand essence of being tasty and innovative to attract young targets by re-positioning the traditional dishes as new and trendy. Incidentally Chiu Chow in Chinese is "潮州", and the word "潮" is the adjective for "edgy" and "trendy".

Matthew Cheng, group account director of Grey Hong Kong, said that the Cantorock band "Mr" provides an usuaul 'modern twist'. 

In the 30-second TVC spot, which was aired on TVB Jade on 25 April, a young man, after tasting the Chiu Chow goose (潮洲鵝片), is seen fantasizing that the chef in the Maxim’s MX restaurant has transformed to be part of the group and is singing the theme song in “rock and roll” style. The lyrics of the song were penned by the group members themselves and revolve around the secret goose recipe and those of other well-known Chiu Chow dishes.

An Chiu Chow phrase (潮州話譯音: Zian Haon Dung), which means “have a good meal”, is also part of the lyrics to provide a dramatic touch.

The campaign is supported by newspaper and magazine print ads, OOH and posters in 64 restaurants. The brand is also being rolled out in a facebook QR game offering cash coupons and giant posters of the band to interact and engage with its young customers.

However, when told about this new offering at Maxim's MX, a female office worker in her 40s commented that, "The authencity is lost, because when we eat Chiu Chow food we enjoy the noisy and packed environment in those old and traditional Chiu Chow restaurants."