Page 63 - MA Dinner 2023

Merit Award

“Tai Hing 33rd Anniversary - Milk Tea Campaign”
Tai Hing Catering Group

COVID-19 has spread across the globe and wreaked havoc in various industries in recent years. F&B business landscape has
suffered severe setbacks in the face of restrictions on in-person dining and challenge of labour shortage.

While going through an unprecedented tough times, 2022 also marked the 33rd anniversary of Tai Hing, and it’s time for a CHANGE.
In Ting Hing’s bid to constantly push boundaries through innovation, it remains diligent in driving product development and
restaurant sales, offering diversified choices as well as reaching a wider audience despite the global shock of the pandemic. Hence,
a series of limited-edition New Milk Tea has been launched and well received by mass market.

Earlier on, Tai Hing remarkably sold a cup of milk tea in less than three seconds in 2021, further to the proud history of serving
milk tea, Tai Hing has been at the forefront of preserving its authentic taste, introducing its brand originality with a unique serving
method in ice bath. New flavors which resonated with Hong Kong’s intangible cultural heritage were unveiled to enrich customers
novel taste experiences.

Taking social distancing measures into account, Tai Hing swiftly derived the canned drink market with their own factories in the
second phase of the campaign, pursuing point of sales in supermarket and online sales to meet the evolving customer needs.

With the aim to strengthen interaction with fans, the campaign leveraged various online platforms and in-app ads with well- crafted
core messages to pack a punch and attract leads. In addition, the multi-channel media blast encompassed TVC, print, in-store
displays, social media engagement, activation events and collaboration with KOL for marketing purposes.

Its influential campaign has truly achieved business growth and market success in a pinch, notably making the real taste of Tai Hing
- authentic local milk tea available for anyone, anytime and anywhere.

Comments from the Judges:
Leveraging the brand’s 33rd anniversary, the campaign reinvigorated Tai Hing’s image by capitalizing on their iconic Hong Kong-
style milk tea with innovative fusion flavors. The outcome constituted a triumphant brand relevance, notably captivating a more
youthful demographic.

What truly set this campaign apart were its ingenious marketing strategies. The introduction of fusion-style flavors injected a
refreshing twist into the beloved classic, catering to the evolving tastes of consumers. Their emphasis on product bundles and
affordability made these innovations accessible to a wide audience. Moreover, the brand harnessed the full potential of digital
media and employed multi-generational celebrities with diverse images, ensuring engagement across a broad spectrum of
consumers. This comprehensive approach delivered a holistic strategy from awareness to conversion.

The campaign achieved remarkable marketing and business results, opening new avenues for growth such as entry into the retail
market, online sales, and the introduction of canned drinks. In an industry often oriented towards traditional tastes, Tai Hing’s
trailblazing approach marked them as industry leaders, setting them on a path towards continued success and innovation.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Uth Creative Group Limited
2. PHD Limited

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

9/26/2023 3:37:22 PM
Dinner 2023 Ken.indd 61
Dinner 2023 Ken.indd 61 9/26/2023 3:37:22 PM