The brief from Amoy and the School of Communication Arts 2.0 was to develop an integrated campaign based on the proposition that Amoy are experts when it comes to oriental cooking.
Amoy’s current range is perceived as sub standard to chinese take away. Amoy has the credentials and expertise, but needs to translate authenticity better at the point of need.
Take aways best represent authenticity in oriental cuisine. The best way to translate this authenticity to the brand is through a cultural recognized symbol – The order number. Amoy’s product range will be numbered, taking on the appearance of a chinese take away menu. A mobile app will show locations for the nearest chinese restaurants/take-aways and supermarkets stocking Amoy products.