Mr Chen’s ‘Find Aunty Chen’ via DDB Group Melbourne and Mango

1 October 2024
 

Creative Agency: DDB Melbourne

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Aunty Chen took her trolley to the streets of Melbourne to share the dumplings.

Mr Chen’s celebrated National Dumpling Day via DDB Group Melbourne by serving up a piece of the yum cha dining experience to customers in Melbourne’s CBD.

Born from yum cha servers - ‘trolley aunties’, who dish up dumplings from heated pushcarts - the new brand character Aunty Chen took her trolley to the streets of Melbourne to share the dumplings Mr Chen’s has on offer.

Aunty Chen and her trolley kicked off the campaign by roaming all around Melbourne, including visits to The Project, Paramount, Urban List, and Fox FM’s Fifi, Fev & Nick Show for surprise tastings.

The integrated campaign culminated with an activation on National Dumpling Day, where Aunty Chen delighted anyone who could find her at Queensbridge Square with free Mr Chen’s dumplings.

'Find Aunty Chen' is the first integrated campaign from DDB for Mr Chen’s, following the agency’s appointment to the account earlier this year.

Meta, TikTok and influencer social content creators launched the campaign and inspired people to attend the event. Melburnian Queensbridge Square activation influencers and interstate creators also shared recipe content encouraging Australians to #MakeItMrChens this National Dumpling Day!

Mr Chen’s brand manager, Dominique Grainger, said Aunty Chen represents the commitment in delivering authentic Asian flavours and quality that Mr Chen’s brings to all its products, as well as the brand’s rich history as a family-owned business.

"We are thrilled to introduce her to the world," said Grainger.

DDB Group Melbourne ECD Psembi Kinstan said trolley aunties also encourage customers to be adventurous and try new things, so this character makes the perfect brand ambassador.

"If you can track her down, that is," said Kinstan.

 

 

Credits:

 

Client: Mr Chen’s

Co-CEO: Lucy Chen

Co-CEO: Nancy Chen

General Manager Sales & Marketing: Kevin McCudden

Marketing Manager: Lian Brouwer

Brand Manager: Dominique Grainger

In-House Graphic Design: Helen James

 

Agency: DDB Group Melbourne

Group Executive Creative Director: Psembi Kinstan

Senior Copywriter: Anneliese Sullivan

Senior Art Director: Josh Brown

Art Director: Phoenix Santamaria

Head of Production: Sonia McLaverty

Videographer/Editor: Tom Marley

Photographer: Alex Debely

Head of Social and Content: Sam Snowden

Social Strategist: Rosie Chong

General Manager: Khia Croy

Managing Partner: Marnie McKenzie

Senior Business Director: Lucy Shearer

 

PR: Mango Communications

General Manager: Alex Lefley

Group Account Director: Emily Perry

Account Manager: Ruby Loosli

 

Sound: Bang Bang Studios

Sound design: Tristan Dewey

 

Media: Kookaburra Riot
Founder and Channel Strategy Expert: Paul Murphy

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