It just goes to show, there really is no such thing as bad publicity.
Hungry Hongkongers were queuing in their masses last night to wrap their lips around the much touted juicy, meaty burgers at new joint in town Double Ds.
Admittedly the fare was being given out for free, but even so, it’s amazing what a saucy spot of scandal can do for your profile in Hong Kong.
Just weeks before, the new baby from Hong Kong heavyweights Maximal Concepts received its fair share of flak in the media and on its Facebook page for the name, its tagline “Dirty and Decadent”, and a billboard covering its Lan Kwai Fong shop front with sexy lingerie models posing provocatively with burgers.
Rather than pretending the arguably ill-advised launch campaign never happened, however, the PR team came back guns blazing, covering the offending billboard with a huge banner featuring the washboard abs of a male model holding a pixelated burger.
The accompanying text read: “apparently we’ve been a bit too saucy, so we’re blocking out the naughty bits”.
Not a climbdown and far from an apology, but it seemed to strike the right balance of naughty and nice to make Hong Kong curious enough to take a bite.
Or maybe everyone just wanted a free burger.
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