Twohundred helps to brand Tao Heung Restaurants' with new TVC

Christine Pong, partner of Twohundred, said the campaign also looks to bring Tao Heung's reputation in line with Hong Kong's current values - cherishing food or ‘food on karma’.

“Hong Kong people's eating habits have changed, 10 years ago, Hong Kong people liked to eat expensive meals. Now as people are more educated and eco-conscious, they are more aware of not being wasteful of food,” she said.

The TVC spot is based on a traditional Chinese wisdom and belief that "one should not waste food and will be rewarded with a fair wife or husband when one grows up," she said.

It uses a reversed story-telling technique, starting with the vision of a beautiful bride. That's followed by a flashback to the groom as a boy, with his mother warning him what will happen if he wastes food.

To add to the emotional impact, a well-known Cantonpop oldie ‘Unfortgetable’, by Sam Hui, is used as the soundtrack.

The client is placing the media directly. The TVC will run on Facebook this week, before airing on TVB and i-Cable on 10 June, as well as at the group's Tao Heung restaurants throughout 2011.

Tao Heung Restaurant Group, was established in 1991, and now has over 70 restaurants in Hong Kong and Guangzhou.

Credits:

Agency Twohundred Limited
Concept and strategy Christine Pong/Derek Wong
Agency team Curry Mak, Kan Wing Ho, Yin Lau, Lisa Yeung, Yan Tsang
Director Anthony Yip @ Tuckshop
Exposure TV and online