Hungry Slip Ups

Background

The campaign objectives were set against this reality: 1. Get people's attention Drive attention and engagement among consumers and the press that would create earned media valued at 50% of the total spent media 2. Secure revenue in the face of price increase With the price increase, volume was projected to decline by up to 10%; the goal was to maintain the sales volume of year prior.

Idea

Inspired by the insight that when public figures in Hong Kong make slip-ups they are never allowed to get away with it; instead their slip-ups become ridiculed, mocked and re-enacted for months on end; impactful outdoor prints were launched whenever new slip-ups occur to humorously bring to life the 'You're Not You When You're Hungry' platform.

Results

The campaign was prolifically covered by 56 news outlets and generated 585K views, 124K likes, 2,000 unique comments, but more importantly it rallied together the population of Hong Kong amidst a year of intense political and economical turmoil, got everyone talking about the brand and even resulted in a user-generated meme maker to help the campaign take on a life of its own.