Our main mission was to explore the full potential for Sohofama. With more channels available than ever before, it was important to successfully enhance and curate the brand’s message into a deliverable for each platform; both across online social media and the traditional print media. As a forerunner of the ‘healthy Chinese’ food movement in Hong Kong, we needed to successfully deliver a unique message and find an as-yet-untapped community who could find a common identity in Sohofama’s novel offerings. This was particularly challenging given that clean eating was still yet to gain widespread traction in Hong Kong, thus making this project a truly groundbreaking effort.
Our strategy for Sohofama was to host food and lifestyle media, bloggers and KOLs for a tasting event, with a focus on creating buzz across print and social media platforms, in particular Instagram, Facebook, blogs, and Openrice. We carefully handpicked and cultivated specific messages for the brand, primarily focusing on its clean-eating status with MSG-free comfort Chinese food and organic, locally-sourced produce. We also highlighted the restaurant’s location in the newly-opened PMQ with stalwarts G.O.D and Locofama at the helm, leveraging the brands’ successes and excitement surrounding the new complex to draw the right attention.
After only one-and-a-half months, we successfully generated media coverage totalling more than HK$1.1 million worth of advertising value in over 13 different print publications including SCMP, Elle HK, Tatler, Next Magazine, Sing Tao Daily, The Standard, and U Magazine. The event garnered online coverage with at least 21 mentions from Afoodieworld, Bakkers Bites, MSN, Hong Kong Economic Times and more. Outreach efforts with influential food blogs created positive buzz on the ground, translating into consistently packed lunch and dinner services.