The new Fairwood campaign

We have been waiting for Fairwood to do something in the fast food chain war. Now that they have launched a new campaign. Its strategy is quite different from Cafe De Coral and Maxim's MX which are more focused on coming up with new food attractions. It is a good continuation from the previous 杜民澤's 「食得夠尖」campaign which manages to project a quality food image and more importantly, with an appealing fun brand personality. Great to see that its direction hasn't changed in the new campaign although the spokesperson has been changed from 杜民澤 to a group of 尖 girls who look for the best tomatos and olive oils in Italy. I guess the executives at Fairwood are aware that they are behind Cafe De Coral in terms of food quality image. Now it is trying to turn it around with the concept of "prototype product" with its spaghetti/tomato dishes. Let's go try it to see if it can deliver such quality food brand promise.


Comments

Anonymous said…
Hi, Louis,

Have you seen the Adv of "Panda Collection" of 六福珠寶？ They launched a serise of products featuring Panda for 10th anniversary.

Would you comment about it? I think that is quite creative.
1:23 pm
Louis Lau said…
I'm not aware of it on TV. Is it just print ad like the one posted in the its website ? www.lukfook.com.hk
3:11 pm
Anonymous said…
It just a print adv

How do you think of the creative idea, the execution of the adv and attractness of the products promoted?

thanks a lot
1:10 am
Anonymous said…
In recent year, Fairwood's TVC have put much focus on their several westen food items, such as tomatos, olive oils, spaghetti and so on. When I visit Fairwood, I did find that most of their foods are westen style. I guess Fairwood positioning itself as a westen fast food restaurant, but I am afraid it will set a single mode image for Fairwood and people may concern abt the diversity of the food when they visit a fast food restaurant....
2:30 pm
Louis Lau said…
I think it's not a bad idea for Fairwood to be focused on certain types of food. Focus and differentaition is the key to building a brand.
4:55 pm
Louis Lau said…
I have just posted my "one-sided" comments about the Luk Fook ad today :

http://thinknolimit.blogspot.com/2007/07/luk-fook-panda-series-promotion.html

Tell us what you think too.
11:19 am
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