7-Eleven is perceived as ‘the last resort’ when it comes to food cravings. But 7-eleven’s Fast & Fresh Food offering actually offers a variety of quality hot foods. And as HK’s biggest convenience store chain, it’s always nearby. We had to overturn misperceptions and raise the image of our food.

7-Eleven offers a variety of quality hot foods. We wanted to remind Hong Kong that it’s always there for them in an emotionally relatable way.

In Hong Kong there’s a popular magazine called ‘Black Paper’ that covers hot local topics and sells only in 7-Eleven.

So we wrote our very own ‘Meal Paper’ (it sounds like ‘Napkin Paper’ in Cantonese), which covered 7-Eleven’s hot food culture, with a strong local Hong Kong perspective.

‘Meal Paper’ was printed on napkins and placed at 7-Eleven eating areas. They were free, and doubled as real napkins, making them entertaining and useful.

Even with a very low budget, we created noise. All ‘Meal Paper’ napkins were snapped up in a very short time. Many even collected them. Social media was buzzing with people posting photos of napkins, talking about 7-Eleven food culture, and even guessing what the next issue would talk about.