Fresh Perspectives

Branding the Halifax Classic

Introduce the donair to a whole new audience

King of Donair -  the iconic donair brand of Halifax - wanted to introduce Halifax’s late-night street food to a new audience. Halitube designed and executed an event to invite the local Chinese community into the world of the KOD donair. This result was a humorous hip-hop video collaboration of the Chinese community, the African Nova Scotian community and the famous donair.

Watch the Video
 

Design

From design to coordination, we designed the Donair Dance from scratch.

Production

We found multiple talents and individuals for this production, who are all passion about Donair!

Publishing

Publishing this Donair Dance music video has been a blast, to us and to the community.

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What We Did

Halitube creates The Donair Dance

Haltitube wanted to capture the “Golden Age” of the street donair and introduce it to a Chinese community unfamiliar with Halifax’s favourite late-night street food.

The video, shot on location at the KOD outlet on Quinpool Rd, shows the Chinese woman being met by the “King of Donair” played by Corey Wright who raps a song that explains the donair to  Chinese customers who were trying the donair for the first time ever.  The Chinese cast was shown tasting a donair for the first time and doing the Donair Dance while Wright performed the donair hip hop piece before the camera. The music and production values channelled a 90s feel which was identified as the “Golden Age” of the donair.

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Content

We sliced and diced the video and put it out there.

The Donair Dance video was premiered during an event hosted by Oasis Pub and Eatery on Spring Garden Rd. It was simultaneously broadcast on the Halitube YouTube channel, reaching the Chinese community in Nova Scotia and audiences in China. The video was then cut into smaller “bite-sized” pieces featuring high-impact moments in the video. 

It was disseminated across social media channels belonging to KOD and in the Chinese community. Articles were published on WeChat, Weibo, and Bilibili. It was also featured as stories, reels and posts on our Halitube channel. Cast members also disseminated the video. 

There was also a media campaign with a press release sent out to local media outlets. 

 
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The Result

The Chinese community in Halifax is now Donair fans

The Chinese community warmly received the campaign, many of whom attended the premiere. Data showed high levels of excitement and engagement with reach and buzz that extended far beyond the Chinese community. The content achieved its goal of bringing a new community to the Halifax donair experience.

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More perspectives,
more impacts.

 
 
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