The burger buzz and expansions

Legendary burger chain Five Guys launched its first Asia store in Hong Kong. The no-frills burger joint focuses on serving burgers and fries in a clean, friendly environment, with a commitment to sourcing quality ingredients and delivering a consistently great experience.

Our strategists conducted deep-dive research into the local burger business, and tailor-made a localisation strategy for the Five Guys Hong Kong launch. We got to work organising a media tour with unique experiences such as the iconic Five Guys "Frying Calibration" demonstration, an operations tour, along with and tasting sessions. At the same time, we worked with our partners to build buzz in the market and get Hong Kongers excited about Five Guys, bringing on board media and influencers, getting people to know more about the brand's illustrious history, and localising Five Guys global content and messaging. Following the launch, we acted for Five Guys as their Hong Kong marketing and PR agency providing regional F&B trend insights, engagement opportunities, and crisis management, as well as crafting social media for the brand.

The attention was sensational for the launch, with our pitching to media outlets and influencers building great publicity, all assisted by unique media activations and demonstrations, educating locals on sourcing top food quality and delivering a great experience. We found during this collaboration that creative and results driven social media makes for continuous engagement, all while keeping creativity fresh.