Amoy Food Ltd., a famous local sauce brand with over 110 years of history, is launching the 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 audience through a high-energy mix of traditional craft and modern hip-hop culture.
The Billy Choi ‘Chilli Shock’ Experience
The campaign is all about the theme「香辣Chilli Shock」, redefining the chilli oil experience to make it feel brand new. While most brands focus solely on spice levels, Amoy sells a “Total Sensory Shock”—a powerful combination of rich aroma and intense heat. The famous Hong Kong rapper Billy Choi was selected as the icon to spearhead this initiative, owing to his raw, explosive energy which perfectly captures the 「香辣Chilli Shock」identity, bringing the “All-New, All-Spicy Shock” (全辛衝擊) to life.
This breakthrough approach features an original one-minute track and a “Reels” video, where visuals and music work together to mirror the intense, aromatic heat of the stir-frying process. By moving away from traditional food ads, the collaboration delivers a high-impact experience that is far more explosive than any standard chilli oil on the market.
Authentic craftsmanship & complex heat
The secret to the amazingly rich aroma and deep spiciness of the complex chilli blend in Amoy Chilli Oil is the “Handmade Stir-Fried” (手工爆炒) process, which utilizes high heat to bring out all of its delicious flavours. This meticulous crafting creates a deep, fiery profile driven by two standout ingredients:
Bullethead Chillies (子彈頭辣椒): Provide a sharp, aromatic initial kick.
Ghost Peppers (魔鬼辣椒): Deliver the strong, lingering heat that defines the “Chilli Shock.”
Campaign development
The campaign was led and executed by RDS Digital, which managed the project from the initial Big Idea and Creative Concept to Key Visual development. The agency also handled Artist Management—coordinating the music and video production with Billy Choi—and oversaw the full media planning and buying to ensure maximum exposure across Hong Kong.
“We wanted to move beyond traditional food marketing,” says 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.”
