Leung Yue Hot Pot
The Warmth from One Hundred Kilometres Away 一场跨越百里的宠爱
2021
Project Background:
The Leung Yue Hot Pot Project idea emerged from a message we received from social media: a newly graduated student of Waterloo University moved to Toronto alone, and she misses this local hotpot restaurant containing four years of memories of school life and friendship. We want to flesh a popup long-distance delivery for all these customers to reconnect with the local taste and old-day happiness.
Role:
Story script, video filming, video editing
Team:
Marketing and user growth team
Outcome:
This project received colossal attention and high demand, so we arranged with the driver team and settled on it to be a permanent weekly delivery option for everyone.
Timeline:
3 weeks
Promo Video
We captured the journey in a vlog-style narrative—tracing the spark of the idea, the spirit of teamwork, and the steps of our trial run. At the heart of the story, we created a character who became the soul of our team, someone our main audience could see themselves in: young people leaving the city where they studied for four years to start fresh in a new place and build their careers. This story quietly echoed the paths of several team members, making every scene feel more personal. The project carries our team’s warmth, sincerity, and the shared emotions that bind us together.
Hand Written Postcards for Every Customer
The idea for this project was born at a time when the company was facing some public relations challenges. We wanted to rebuild trust, close the distance with our users, and thank the loyal customers who continued to believe in us—especially for a service that required them to prepay days in advance.
So, we designed a series of postcards, placing one in every delivery bag. On the back, every member of our team handwrote heartfelt messages. Over the course of a month (with weekly deliveries), the initiative sparked a wave of positive feedback on social media. Many customers, charmed by the design and sentiment, even asked if we could send them a complete, unused set to keep as a memento.
Social Media Visuals
We promoted the campaign through Xiaohongshu (Rednote), WeChat, and in-app ads to reach and engage our customers.
