Café de Coral reimagines breakfast with pop culture twist in new campaign with dentsu Hong Kong

Hong Kong – Café de Coral and dentsu Hong Kong have unveiled the Scrambled Egg Breakfast Campaign, aiming to position breakfast as an essential, mood-boosting ritual that resonates with modern Hongkongers’ daily routines.

The campaign builds on Café de Coral’s long-standing role in Hongkongers’ everyday meals, updated with a contemporary twist. It also marks the launch of the brand’s new platform, “Hong Kong flavour is a must”, which celebrates the tastes, rituals, and moments that are central to daily life in the city.

The platform draws inspiration from the popular Cantonese Gen Z slang “MNYY”, a phrase used to describe everyday essentials that are non-negotiable. Leveraging this insight, the campaign is anchored on the message “A great start is a must”, framing breakfast not just as a meal but as a feel-good ritual that helps people set a positive tone for the day.

As the first activation under “Hong Kong flavour is a must,” the Scrambled Egg Breakfast Campaign signals how Café de Coral plans to continue highlighting local tastes and everyday relevance in future initiatives.

The campaign features rising pop artist Egg Wong, a playful nod to eggs that also serves as a cultural hook. His participation adds a relatable, light-hearted touch, appealing to younger audiences who value humour and authenticity.

Timothy Li, executive creative director at dentsu Hong Kong, said, “Instead of leaning on predictable breakfast cues, we wanted to focus on an emotional, everyday moment, a simple self-treat that can reset your mood and set the tone for the day. Egg Wong’s energy helped us reframe breakfast as a mindset rather than a routine. Rooted in Cantonese slang, pop-culture casting and real dining behaviours, the idea demonstrates how cultural insight enables brands to stay relevant in people’s daily lives.” 

The campaign is running until the end of April across television, print, outdoor, social media, programmatic display, and in-store touchpoints, bringing the “A great start is a must” message to audiences throughout Hong Kong.

“As Hong Kongers’ canteen, Café de Coral is dedicated to delivering great value by bringing comforting flavours made with quality ingredients. Using Hokkaido 3.6 milk in our Scrambled Egg Breakfast Set gives it the smooth, creamy richness our customers cherish,” said Angel Tam, director (marketing) at Café de Coral. 

“This campaign with dentsu Hong Kong reflects how we continue to evolve with the new generation, from refreshing our taste profiles to understanding what they enjoy, while remaining true to who we are as a brand,” Tam added.