Amoy Food has launched its Handmade Stir-Fried Chilli Oil with Hong Kong rapper Billy Choi under the tagline “香辣Chilli Shock,” targeting spice lovers and younger audiences through a campaign that combines traditional craft with hip-hop culture.
The campaign focuses on what the company calls a “Total Sensory Shock” — a combination of rich aroma and intense heat. Billy Choi was selected to spearhead the initiative due to his energy, which the brand says captures the “Chilli Shock” identity and brings the “All-New, All-Spicy Shock” to life.
The collaboration features an original one-minute track and a video where visuals and music work together to mirror the intense, aromatic heat of the stir-frying process.
The approach moves away from traditional food advertising to deliver what the company describes as a high-impact experience, said RDS Digital, the agency behind the campaign.
“We wanted to move beyond traditional food marketing,” said the RDS Digital team.
“By pairing Amoy’s traditional stir-frying craft with Billy Choi’s energy, we’ve created a campaign that is as hot and soulful as the product itself.”
The campaign was led and executed by RDS Digital, which managed the project from the initial concept to key visual development. The agency also handled artist management, coordinating the music and video production with Billy Choi, and oversaw media planning and buying for exposure across Hong Kong.
