Find Aunty Chen

Born from beloved yum cha servers, ‘trolley aunties’, who dish up tasty dumplings from heated pushcarts, the new brand character Aunty Chen took her trolley to the streets across Australia to share the damn good dumplings Mr Chen’s has on offer. Aunty Chen and her trolley kicked off the integrated campaign by roaming all around Melbourne, including visits to The Project, Paramount, Urban List, and Fox FM’s Fifi, Fev & Nick Show for surprise tastings. She engaged with influencers and content creators, sparked a treasure hunt giving away free dumplings, and starred in branded content across all media channels. The integrated campaign culminated with an activation on National Dumpling Day, where Aunty Chen delighted anyone who could find her at Queensbridge Square with free Mr Chen’s dumplings. The social first grew brand engagement, launched an enduring distinctive asset for Mr Chen’s, and contributed to total volume growth of +26% year on year.