Chowking’s Siomai Chao Fan saw a significant decrease in sales as customers felt it was filling but not flavorful enough. To win back its customers, Chowking improved the recipe of its #1 bestseller. The new taste profile was infused with a distinct smoky flavor achievable only through meticulous wok-cooking.
To pique the interest of Filipinos and make them talk about our wok, the brand set up an attention-grabbing flaming Wok billboard in the middle Philippines’ main thoroughfare.
The goal: Get the internet to cook up memes with Chowking’s wok.
In just a few days, #GuessWoksCooking became part of pop culture as it trended on social. From wok-frying anime characters, gas prices, etcetera. The internet loved cooking up memes with Chowking’s wok—as seen on TikTok, Twitter, Instagram, Facebook feeds and Facebook groups.
Eventually, Chowking revealed what’s really being cooked in the Wok—the all-new Smokey-Wok Sarap Chao Fan.
