Mr Chen’s launches new ‘Make it dumpling day’ brand platform via Spinach

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Integrated Melbourne agency Spinach has created an all-new brand platform for Mr Chen’s, designed to put dumplings front and centre as part of the daily family meal routine.


The family-run Mr Chen’s was founded in Melbourne in 1982 and is now the number one dumplings brand in Australia , overseen by sisters Lucy and Nancy Chen.

Created, designed and executed in-house by Spinach, the ‘Make it dumpling day’ platform delivers creative tailored to each day of the week, tapping into the daily mindset of the family meal creator.

The campaign will run across targeted video and proximity out-of-home executions including shopper media small formats outside supermarkets as well as non-skippable YouTube placements and Broadcaster Video on Demand (BVOD). The campaign also utilises FlyBuys data to improve the efficiency of targeting on social channels.

Says Lucy Chen, co-CEO, Mr Chen’s: “We’re loving this new campaign celebrating our huge range of dumplings and buns, positioning Make it Mr Chen’s as the answer to any weeknight dinner dilemma. We all have that night of the week when dinner needs to just happen ASAP, and Mr Chen’s dumplings get it done in the most delicious, easy way. Dumplings just make every day better.”

Says Dom Megna, ECD, Spinach: “Dumplings are the best. They’re tasty, easy and heaps of fun. This simple platform is designed to raise a smile and explore all the reasons to get Mr Chen’s on high rotation.”

Spinach welcomed the Mr Chen’s account earlier this year and will deliver ongoing brand, website and tactical comms as well as media planning and buying for the business.

Creative Agency: Spinach
CCO: Frank Morabito
ECD: Dom Megna
CD: Justin Groves
UX/Design Lead: Lauren Swioklo
General Manager/Media Director: Ben Willee
Director of Client Services: Nicole Miranda
Account Executive: Paige Sobczyk
Strategy Director: Glenn Myatt
Media: Spinach
Production CO: Comma Films, Will Gunn, Ayden Amaze
DOP: Jensen Cope
Sound: Production Alley