Here’s how De Göose and Noah Workshop infused an extra dose of cuteness into TamJai Yunnan Mixian’s (譚仔雲南米線) latest mobile app revamp campaign—crafting unique creative strategies for sister brands TamJai (譚仔) and SamGor (三哥) under the shared theme 捉料加餸 (Catch to Beef Up Your Toppings).

Launch Videos

A series of short videos were produced to build up audience curiosity. It all began with one of the most overlooked ingredients — the humble Chinese Chives (韭菜). With the help of AI, we turned him into an irresistibly cute character (韭菜仔) on a mission: to rally his tasty buddies (加餸成員) and help everyone load up their mixian with extra toppings (加餸).

韭菜仔離家出走去咗邊…

韭菜仔上山下海，經歷完長遠路途，終於搵齊班志同道合嘅老友，返咗嚟譚仔，準備好幫香港人加餸。

The free toppings (加餸成員) up for grabs included:

• 勿演妹
• 懶肉君
• 魚片大頭仔
• 雞肉佬

Social video with KOL

司棋姐 was sharing her first-hand experience on how to get the free topping vouchers.

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.

Scope of Work

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