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Reggie Ho

FAIRWOOD IS AN  institution in Hong Kong's fast-food scene. But while it is well established, times change, as do people's tastes.

Competition at all levels of the food and beverage industry is fierce and every business is trying to raise the benchmark to lure customers.

That was why even omnipresent Fairwood needed rebranding. Late last year, the company changed its signature clown logo, which it had used for almost 30 years, for a more energetic jumping man.

The restaurant chain's decor was also revamped to present a younger, cheerier and more vibrant image.

The staff uniform was redesigned in keeping with the overall theme.

Internationally acclaimed Hong Kong designer Alan Chan was commissioned to craft the corporate identity, while Japanese designer Yasumichi Morita  and Hong Kong-born architect Steve Leung  were in charge of the new restaurant concept.

A marketing campaign, especially one promoting a new or revamped product, needs a holistic approach to be effective.

Fairwood became the first Chinese fast-food chain to offer freshly brewed coffee, and the no-smoking policy has been strictly upheld to satisfy increasingly health-conscious customers.

All the old favourites were also given makeovers. Baked pork chop with rice, curries and spaghetti bolognaise were upgraded and promoted as the Ah Wood line of signature dishes.

They are all served in new, stylish white square plates and bowls and coffee mugs

Witty Chapman To was the television spokesman, while PR and public events furthered brand image.

To complete the campaign, Fairwood retrained its staff, empowering them with new skills and a different attitude.

Marketing director Perry Chung said: 'Such a big project always involves countless late nights, especially with the production of TV commercials, whereby you have to finish everything in two to three days. No matter how good the plan, there are always last-minute unforeseen changes.'

But the company's hard work paid off and the campaign results were 'very successful' and 'exceeded all expectations', Mr Chung said.



Fairwood orders fresh look for fast food