Café de Coral and dentsu Hong Kong bring local slang and pop culture to breakfast campaign

Café de Coral has partnered with dentsu Hong Kong on its latest Scramble Egg Breakfast Campaign, repositioning breakfast as a simple but meaningful way to reset and start the day. The campaign builds on Café de Coral’s long-standing role in Hongkongers’ daily routines, refreshed through a more contemporary lens. It also marks the launch of the brand’s new platform, “Hong Kong flavour is a must”, celebrating the everyday tastes, rituals and moments that are closely tied to life in Hong Kong.

“Hong Kong flavour is a must” draws inspiration from a popular Cantonese Gen Z slang “MNYY”, a phrase used to describe everyday essentials that are non-negotiable. Framed through this insight, the campaign anchored on “A great start is a must”, a wholesome breakfast not merely as a meal, but as a feel-good ritual that helps people get into the right headspace before the day unfolds. As the first expression of “Hong Kong flavour is a must”, the breakfast campaign sets the tone for how Café de Coral will continue to celebrate local taste and everyday relevance through future brand initiatives.

To bring the message to life, the campaign stars rising pop artist Egg Wong, creating a playful cultural wink by using “Egg” to promote egg. The name alignment adds an instantly recognisable hook, turning a familiar product into a light-hearted conversation starter that resonates with younger audiences who value humour, relatability and authenticity.

“As Hong Kongers’ canteen, Café de Coral is dedicated to delivering great value by bringing comforting flavours made with quality ingredients. Using Hokkaido 3.6 milk in our Scrambled Egg Breakfast Set gives it the smooth, creamy richness our customers cherish,” said Angel Tam, Director (Marketing), Café de Coral. “This campaign with dentsu Hong Kong reflects how we continue to evolve with the new generation, from refreshing our taste profiles to understanding what they enjoy, while remaining true to who we are as a brand.”

Timothy Li, Executive Creative Director, dentsu Hong Kong, added: “Instead of leaning on predictable breakfast cues, we wanted to focus on an emotional, everyday moment, a simple self-treat that can reset your mood and set the tone for the day. Egg Wong’s energy helped us reframe breakfast as a mindset rather than a routine. Rooted in Cantonese slang, pop-culture casting and real dining behaviours, the idea demonstrates how cultural insight enables brands to stay relevant in people’s daily lives.”

The campaign is currently live until end of April across a wide mix of media channels, including television, print, outdoor, third-party social, programmatic display and in-store touchpoints, bringing the campaign’s “A great start is a must” message to audiences across Hong Kong.

Credits
Client: Café De Coral
CEO: Piony Leung
General Manager: Janice Cheng
Marketing: Angel Tam, Heidi Tam, Kennie Cheung, Claire Cheung
Agency: Dentsu Hong Kong
Creative: Jeffry Gamble, Timothy Lee, Blue Wong, Kuga Ku, Emily Fang
Account Servicing: Diana Tam, Bethany Yiu, Suki Cheng
Media: Nicholas Siu, Wing Choi, Esme Lam