Campaign Spotlight

Campaign Spotlight: Amoy Hong Kong re-enhances its “Made in Hong Kong” label in recent branding campaign

HONG KONG — Amoy Hong Kong, one of the biggest soy sauce players in the market, has partnered with local witty linguist, Benjamin Au Yeung Wai-hoo (Ben Sir), in its latest branding campaign to breathe new life to the brand.

Amoy Hong Kong and RDS Digital have rolled out an up-beat campaign launched with a revamped package design to the soy sauce range to highlight its “Made in Hong Kong” label, preservative-free enhancement, natural fermentation process and use of non-GMO soyabean. Headquartered in Hong Kong with manufactory in Tai Po, Amoy closely monitors all procedures including production, management, packaging, and distribution of its products.

Hong Kong people are particular about what they eat, making “Made in Hong Kong” product an equivalent of high quality. The TVC successfully integrates Ben Sir’s insistence on the correct use of the city local language and Amoy’s pursuit of local quality production of soy sauce.


By selecting the local slang expert as the brand’s endorser, the campaign differentiates Amoy from a bunch of self-proclaimed Hong Kong brands and re-enhances Amoy‘s “Made in Hong Kong” image.

The campaign is running on TV, social media, and OOH across bus body and MTR.


Agency: RDS Digital
Business Director: Marcus Tse
Creative Team: Cloudie Hon, Shirley Lau, Florence Lee
Digital & Media Strategy Team: Gigi Yip, Yobi Lai, Pie Cheung
Video Production: Honne Creates
Photographer: 50yrs Ltd

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