Maxim’s MX new thematic campaign highlights chef's dedication for innovative products

Grey won the business in August.

Matthew Cheng, the agency's group account director, told Campaign Asia-Pacific that the campaign focuses on Maxim’s MX chefs creating new dishes in Maxim’s MX Studio, and leverages the product's unique proposition of 'double happiness and fulfillment'.

The new dish, called “美心MX Double滿足雞煲”, is a chicken bowl, which when optional soup is added, becomes a hotpot dish.

The TVC, which debuted Thursday (18 October) night, incorporates visuals akin to an online game app showing a ‘double kill’—a popular term in online game for ‘killing two birds with one stone’. The protagonist in the spot also fantasizes two beautiful girls appearing before him after trying the dish.

Cheng said that in many other restaurant ads, chefs are often used as side characters. Grey chose to put them in the limelight and highlight their passion and dedication in order to rejuvenate the brand image of great taste and innovation.

The campaign encompass TVC, print ad in newspapers and magazines, OOH and in-store posters.