In a strategic partnership, Yoshinoya Hong Kong and Mediabrands Hong Kong launch a compelling rebranding campaign, “Live to the Fullest” (全力全開). This initiative provides a unique solution for the young generation, offering sustenance during their Hong Kong Diploma of Secondary Education (DSE) examination period.
In celebration of its CRM’s fifth anniversary, the rebranding campaign targets Gen Z fast-food enthusiasts, redefining Yoshinoya’s brand image by offering their signature donburi meals. The focus is on energizing the youth, reconnecting the brand with this dynamic demographic.
Years of strategic groundwork underpins this rebranding. Yoshinoya has continually invested in boosting customer experience, advancing digital competencies, and integrating a robust membership system. These efforts position Yoshinoya to revolutionize Hong Kong’s fast-food scene.
In collaboration with IPG’s subsidiaries Mediabrands Content Studio (MBCS) and Initiative, the campaign presents a 60-second video displaying three poignant stories. These narratives underline the potential of Yoshinoya’s flavourful donburi meals as prime energy sources, reflecting the brand’s commitment to fuelling customers with positivity and resilience.
An original song embodying the “全力全開” spirit complements the video, further securing Yoshinoya as a provider of both nourishment and inspiration. The campaign uses eye-catching visuals and outdoor advertisements, including bus bodies and out-of-home ads, to radiate the “全力全開” message across Hong Kong. Exclusive student promotions and carefully-timed social media content align with exam schedules, providing steady support for students and propelling Yoshinoya beyond a traditional fast-food chain to a symbol of determination and aspiration.
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Janet Yuen, CEO of Hung’s Food Group, spoke on the new campaign: “We’ve always intended Yoshinoya to resonate with a new generation’s aspirations and needs. The ‘Live to the Fullest’ campaign signifies a key milestone in our journey, encompassing years of dedication, innovation, and collaboration. It encapsulates perseverance and ambition, inspiring our customers and team alike.”
Penny Chow, Managing Director of MBCS, added that they sought to transcend traditional marketing boundaries, leveraging data-driven insights, innovative thinking, and profound understanding of client challenges. She credits the campaign’s success in elevating Yoshinoya as a symbol of ambition and resilience to their ability to forge meaningful connections with the younger generation.
This news is based on Marketing Interactive‘s article.
