Everyday is ‘Dumpling Day’ in new Mr Chen’s brand platform from Spinach

Spinach, an integrated Melbourne agency, has created a new brand platform for popular dumpling brand, Mr Chen’s.

The announcement:

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.

Mr Chen’s co-CEO Lucy Chen said: “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.”

Spinach ECD Dom Megna said: “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.


Spinach CCO: Frank Morabito

ECD: Dom Megna

CD: Justin Groves


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 Aramze

DOP: Jensen Cope

Sound: Production Alley

Source: Spinach


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