Hong Kong – Café de Coral, in partnership with dentsu Hong Kong, has launched a new campaign that taps into local dinner culture, using Cantonese wordplay to add a playful, culturally resonant twist.
Titled “Big Dinner is a Must”, the campaign is inspired by the local dining norm that a proper dinner is typically not complete without soup and a spread of dishes. It sits under the brand’s “Hong Kong Flavour is a Must” platform and frames everyday dinner preferences through a light, humour-led approach.
The title “Big Dinner” carries a double meaning, referring both to a hearty, generous meal and a Gen Z slang expression used to describe something impressive or “insanely good”.
Angel Tam, Director (Marketing) at Café de Coral, said, “We want to make a proper, hearty ‘big dinner’ accessible to everyone. A comforting dinner should be part of everyday life, and Café de Coral aims to bring that feeling to the table with premium ingredients such as Fish Maw, a long-boiled soup and a wide selection of Chinese-style dishes that add a little more warmth to everyday dining.”
The campaign is rolled out through a series of short videos built around Cantonese puns that introduce Café de Coral’s offerings in a conversational, situational manner. Featuring actor brothers Chu Pak-hong and Chu Pak-him, the videos lean on their natural banter and chemistry to reflect familiar mealtime interactions, portraying dinner as a casual social moment for unwinding after a long day.
“Some jokes only work locally, and that’s what makes them so relatable. By leaning into humour that feels familiar to Hongkongers, we’re creating a more local and approachable brand voice. Through these familiar moments, we help Café de Coral rejuvenate the brand and stay relevant with its audience,” said Diana Tam, Managing Partner & Director of Operations, dentsu Hong Kong.
“Built as an integrated campaign, the media strategy goes beyond mass awareness to focus on high-potential audiences. Playful videos are used to build interest, while retargeting drives engaged audiences to Café de Coral’s e-commerce website. The banner ads rotate different delicious dishes based on menu offers, encouraging users to purchase dinner set vouchers to drive conversion,” added Nicholas Siu, Business Director, Media, dentsu Hong Kong.
