Chang’s breaks the language barrier with swearing grandma’s cooking tips

The complications of cooking Asian food has been dismissed by food brand Chang’s with the help of a sweary Asian grandmother.

The new campaign by Sydney agency Drifter features the older lady in a traditional kitchen setting giving cooking advice on how to use Chang’s products. But the subtitles tell another story.

Highlighting the fact Chang’s have been helping Australians master Asian cooking for 30 years, the ad’s star, Jeamin, makes her point with all the force of an irreverent Australian, answering questions about just how much Chang’s you should use: “Go #$@&ing crazy, it’s all good”.

She also takes pot shots at people demanding gluten free food in the campaign which runs with the tagline “Great Asian Anyone Can Undertsand”.

The three ads will be rolled out online and are supported by the website.

“Everyone knows our Crispy Noodle salad, it’s got a special place in the hearts of Australians as their secret BBQ weapon. We wanted to increase awareness of the rest of our range of Asian cooking staples, and our gluten free products, ” said Elaine Pow, Chang’s general manager and third-generation Australian business owner.

Simon Canning




General Manager: Elaine Pow


Creative Director: Josh Hunt

Planning Director: Bonnie MacTavish

Executive Producer: Christine Sultana

Producer: Vianne Treliving

DOP / Director: Dallas Maurer



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