Young and Rubicam releases its first work for Amoy foods this week with
a television campaign to promote its Frozen Dim Sum range.
The TV commercial shows an energetic granny preparing a meal for her
husband and grandchildren, playing the role of a whirlwind Chinese chef.
She leaps around the kitchen, performing kung-fu kicks and throwing
lethal karate chops, as she places the frozen Dim Sum on a baking tray
and puts them in the oven.
Once the food is on the table, the oriental theme continues, with the
family using chopsticks. It finishes with the grandfather niftily
catching a high-speed spring roll with his chopsticks.
Y&R’s campaign aims to show that Amoy Frozen Dim Sum are authentic,
quick to prepare and versatile. Its endline, ‘A little bit of China on
your table’, tries to convey the excitement of eating Chinese food,
according to Ralph Abrams, the general manager, retail, at Amoy foods.
‘This TV campaign is one of the major elements in our marketing
programme for this year, and we are delighted with our debut ad,’ he
The TV work was written by David West, art directed by Richard Denney
and directed by Steve Lowe through RSA Films. Press ads for other key
products in the Amoy range will break in April. Media is through TMD
Amoy is a part of the Danone Group, for which Y&R already works on
projects such as HP Foods. The agency picked up the Amoy assignment in
July last year.