Chinese Actor Adam Cheng Becomes Burger King Brand Ambassador
Title: Actor Cheng Xiao Dang becomes brand ambassador for Burger King in China Range of tweets and online content highlight that Chinese actor Cheng Xiao Dang, also known as Adam, has been announced as the new brand ambassador for Burger King in China. The collaboration is in place for the fast-food chain's product, the Chicken Whopper.
29 February 2024
A flurry of excitement has been generated on social media platform Weibo as the news broke, with fans expressing their excitement and eagerness to try the product associated with their favorite star. This isn't the first time the fast-food industry has partnered with a celebrity for marketing purposes in China.
In the highly competitive fast-food industry, many chains have enlisted the help of celebrities to strengthen their brand image and attract consumers, especially in the younger demographic who are considered tech-savvy, brand-conscious, and more likely to follow trends and consume social media. The tweets openly express the followers' excitement about the partnership between Cheng Xiao Dang and Burger King. Many users mention how they "can't wait" to try the Chicken Whopper, with others remarking on the actor's suitability for the role of brand ambassador. One user notes, "Choosing Cheng Xiao Dang to be the spokesperson, Burger King shows great insight, seeing the actor's appeal that will surely satisfy fans".
The announcement of Cheng as the ambassador coincides with the opening of the 29th day of February this year, which is a rare occasion due to the rarity of February 29th. This day only occurs once every four years during a leap year, a fact not lost on the Chinese Burger King's official Weibo account, which posts "Today, on this special day of February 29th, we heartily welcome the talented Cheng Xiao Dang as our brand ambassador in China!" As part of the endorsement deal, Cheng starred in a commercial for the Chicken Whopper, which has been shared widely across Weibo. The advertisement features the actor enjoying the burger and encouraging others to try it, in the process sparking enthusiastic reactions from fans.
In response to the news, some users have shared images of their takeaway orders of the Chicken Whopper, expressing their delight at the 'full-hearted' collaboration. One user comments, "What a thoughtful Burger King, I see a lot of sincerity in this partnership, and I'm really going to love this brand".
In addition to attracting consumers with more celebrity-endorsed products, fast-food chains in China are also competing for market share by offering discounts and loyalty schemes. Burger King's Chicken Whopper, for instance, is available for a limited time at a discounted price to incentivize purchases. The collaboration between Cheng Xiao Dang and Burger King is a prime example of the power of celebrity endorsements in China's highly competitive fast-food industry. As the Chinese fast-food market continues to grow, we can expect to see more high-profile partnerships of this nature in the future.