Hai Pa Wang Group – Restaurant Re-Positioning
Hai Pa Wang (HPW), founded in 1975, is one of the largest seafood chain restaurants in Taiwan. People viewed HPW as a restaurant where they host formal occasions. Limited by this position, consumers dined at HPW on weekends most, and the customer portfolio was mainly skewed to those in their mid-thirties and above.
To broaden its business scale, HPW's challenge was to move its positioning beyond the existing “Formal Party/Weekend Only” perception into a new segment with a fresh approach that appeals to the young generation.
Through the TVC campaign described...