Hong Kong – Amoy Food Ltd., a local sauce brand with more than 110 years of history, has launched a campaign featuring Hong Kong rapper Billy Choi to promote its new Amoy Handmade Stir-Fried Chilli Oil (淘大手工爆炒辣椒油).
Under the tagline 香辣 Chilli Shock, the campaign targets both spice lovers and younger audiences through a high-energy mix of traditional craft and modern hip-hop culture.
The campaign aims to reposition the chilli oil category by emphasising a broader sensory experience. Rather than focusing solely on heat levels, Amoy frames its product as a “Total Sensory Shock”—combining aroma and spiciness. Billy Choi was selected as the face of the initiative, with his energetic persona used to reflect the campaign’s “All-New, All-Spicy Shock” (全辛衝擊) positioning.
To bring the concept to life, the campaign features an original one-minute track and a “Reels” video format, pairing music and visuals to mirror the stir-frying process behind the product’s flavour profile. The approach departs from conventional food advertising, leaning into entertainment-driven storytelling for the launch.
The campaign was led and executed by RDS Digital, which handled creative development and key visual direction, artist management for Billy Choi, and media planning and buying for the Hong Kong market.
“We wanted to move beyond traditional food marketing,” said the RDS Digital team. “By pairing Amoy’s traditional stir-frying craft with Billy Choi’s energy, we’ve created a campaign that is as hot and soulful as the product itself.”
The Amoy Chilli Oil is produced using a “handmade stir-fried” (手工爆炒) process that applies high heat to develop its aroma and depth of flavour. The blend features Bullethead Chillies (子彈頭辣椒), which provide an initial aromatic kick, and Ghost Peppers (魔鬼辣椒), which deliver sustained heat.
