This post was done in collaboration with TamJai Yunnan Mixian.
As one of Hong Kong's household names, TamJai Yunnan Mixian offers a wide variety of food items at competitive prices. The brand has even become one of the most popular restaurant chains in they city thanks to its marketing efforts and interestingly waitresses who speak Cantonese with accents.
The brand has been working on various marketing campaigns over the years. For example, it established a girl group "譚仔女聲合唱團" last year, consisting of four waitresses and one regional manager from different stores in the city, and collaborated with singer Terence Lam to roll out a song (廿五載情如初見) which have had more than 1.3 million views since its launch. After last year's success, the brand co-launched another song "夢想成真 2022" in collaboration with rap duo MC $oHo & KidNey on 14 April.
One of the members of the girl group said, "I came to Hong Kong five years ago but I think it's not easy to master Cantonese. I am grateful for the support from the company, customers and my co-workers for welcoming us who don't speak standard Cantonese. Moreover, I really appreciate young local singers who want to revive Cantopop, and I hope to learn from them for their perseverance."
The song centres on Honkongers' daily lives amid the pandemic, hoping to instil positive energy in the community. To go with the campaign, TamJai Yunnan Mixian also rolled out a set of photos as promotional materials.
In addition to the song, TamJai Yunnan Mixian also collaborated with celebrities such as Neo Yau and Paco Wong to enhance awareness of the campaign. They posted the song on their respective Instagram account to attract more attention.
As part of the campaign, TamJai Yunnan Mixian launched new items "Stirred rice noodles with roasted pork tenderloin, cheese and kimchi" and two beverages. The brand features MC $oHo & KidNey as the new items' ambassadors. Lastly, from 20 April onwards, TamJai Yunnan Mixian collaborates with Deliveroo Hong Kong to roll out a riddle game on Instagram. Customers will be awarded discount codes when playing the game.