Café de Coral and dentsu Hong Kong launch “Go All In on Freshness—It’s a Must”, a campaign shaped by viral phrases and shared online moments among Hong Kong netizens, turning the language of internet culture into a fresh expression of the brand’s iconic baked series.
The campaign brings a series of playful, social-native videos featuring local content collective JFFT, whose distinct humour and viral Cantonese phrases have helped shape Hong Kong’s online culture. Featuring personalities BedGo, MicFu and HumGorGor, the content draws directly from the formats and behaviours they are known for. Set within a livestream-style gaming environment, the trio are turned into lobster-inspired game characters diving underwater to “catch” seafood ingredients, blending gaming culture with food in an entertaining way. Departing from Café de Coral’s usual commercial formats, the videos are designed to feel interactive, mirroring how audiences engage with content across today’s social platforms.
Built around Cantonese wordplay, the campaign hinges on a phonetic twist where lobster sauce sounds identical to “lobster picking”, adding a playful, local layer of humour that carries through to social spin-offs as the trio recreate the viral “$1 lobster grab” moment. Complete with the viral line “Your claw is broken”, and bypassing the claw entirely, grabbing lobsters by hand in a direct homage that mirrors the original chaos, bringing the iconic scene back to life within the shared internet culture and conversation.
“We’re reimagining how our iconic baked series connects with today’s diners,” said Angel Tam, Director (Marketing), Café de Coral. “With our new Baked Seafood Rice with Lobster Sauce, we’re bringing a vibrant, social-led approach that refreshes the experience with a new tone of voice. By spotlighting the richness of our premium sauces and the abundance of seafood through playful, everyday-inspired moments, we aim to make the offering feel both engaging and relevant—while reinforcing its strong value.”
“Culture today moves at the speed of social, shaped by creators and the communities around them. By collaborating with the internet sensation behind the trend and embracing the language they’ve helped popularise, Café de Coral is able to connect with audiences in a way that feels more immediate and relevant today,” said Diana Tam, Managing Partner & Director of Operations, dentsu Hong Kong.
Credits
Café De Coral
CEO: Piony Leung
General Manager: Janice Cheng
Marketing: Angel Tam, Heidi Tam, Kennie Cheung
Dentsu Hong Kong
Creative: Jeffry Gamble, Timothy Li, Toby Hong, Ronald Yiu, Caleb Lam, Michael Mak
Account Servicing: Diana Tam, Bethany Yiu, Vinnika Chan
Media: Nicholas Siu, Wing Choi, Esme Lam, Lawrence Cheung
