Mr Chen’s, a brand renowned for bringing restaurant-quality dumplings to Australian homes for over four decades, recently celebrated National Dumpling Day with an integrated campaign.

The campaign was executed via DDB Group Melbourne and Mango, and introduced a new brand character, 'Aunty Chen', who took her trolley to the streets of Melbourne to share Mr Chen’s dumplings. Media was handled by indie shop Kookaburra Riot. 

The campaign included visits to The Project, Paramount, Urban List, and Fox FM’s Fifi, Fev & Nick Show for surprise tastings. It culminated on National Dumpling Day, Thursday 26 September, with Aunty Chen offering free Mr Chen’s dumplings at Queensbridge Square.

The campaign was launched on social media platforms Meta and TikTok, and also involved influencer content. This is the first integrated campaign from DDB for Mr Chen’s, following the agency’s appointment to the account earlier this year. DDB Group Melbourne is part of DDB Worldwide, an Omnicom company named Network of the Year at the 2023 Cannes Lions.

Brand Manager for Mr Chen’s, Dominique Grainger, said, "Aunty Chen represents the commitment in delivering authentic Asian flavours and quality that Mr Chen’s brings to all our products, as well as the brand’s rich history as a family-owned business. We are thrilled to introduce her to the world."

Psembi Kinstan, Executive Creative Director at DDB Group Melbourne, added, "Trolley aunties also encourage you to be adventurous and try new things, so this character makes the perfect brand ambassador. If you can track her down, that is."