The two TamJai sister brands—TamJai Yunnan Mixian (譚仔雲南米線) and TamJai SamGor Mixian (譚仔三哥米線)— launched their revamped mobile app campaigns, rewarding members with free toppings through in-store gamified activations that blended digital fun with physical dining. De Goose and Noah Workshop collaborated to develop a unified campaign theme while preserving each brand’s distinct personality across online and in-store communications.

The Unified Theme 

The same theme, 捉料加餸 (Catch to Beef Up Your Toppings) was applied to the two brands, playing on words:

• 捉料 sounds like 足料, reinforcing the idea of generous portions.
• 加餸 adds a positive vibe, as extra toppings always spice up our day!

Gamifying Activation

An interactive NFC-powered “Free Toppings Hide & Seek” Campaign (捉料加餸) invited customers to hunt for NFC stickers in restaurants using the new loyalty app and claim free topping coupons to super-size the next mixian. It combined value and fun through seamless digital-physical interaction.

Videos for TamJai SamGor Mixian (譚仔三哥米線)

As SamGor is known for being bold, we curated a teaser video: “代代姐 Report Live!” mimics a breaking news broadcast, announcing an “ingredient invasion” by the free toppings (辛勢力)—now occupying all SamGor stores! SamGor spokesperson Maggie clarifies via special news report: These “mysterious creatures” are actually the 辛勢力 of SamGor—here to give Hong Kongers free toppings (加餸).

【突發！巨型生物出沒各區 】

譚仔三哥發言人 Maggie 透過特別新聞報道作出澄清，原來係嚟自譚仔三哥嘅「辛勢力」出沒，原因係為咗幫廣大市民加餸！

The free toppings (辛勢力) up for grabs included:

• 魚片頭目
• 腩肉巨妖
• 土匪之翼

KOLs, including 達哥 and Tonyelectronic, were demonstrating how to get the free topping vouchers through social videos.

Scope of Work

• Social video
• Activation – NFC-enabled “ingredients” for everyone to catch in store 
• In-store display and POSM  
• Social posts