OLD CHANG KEE × ROLLINJOINT

Impact

• 1,829 puffs sold during the collaboration period
• Two free tasting events (100 puffs per event) were fully consumed within 15 minutes, indicating strong immediate demand
• Compared to Old Chang Kee’s typical collaboration performance of approximately 1,000 puffs, the project delivered a significant uplift
• High engagement from first-time customers and walk-in traffic
• Demonstrated the effectiveness of a creator-led, product-first collaboration model within the UK market

Background

Founded in Singapore in 1956, Old Chang Kee is one of the country’s most established food brands, widely recognised for its curry puffs and strong cultural relevance. From its origins as a single stall, the brand has expanded globally while maintaining consistency in quality and brand identity.

In the UK, Old Chang Kee has regularly collaborated with well-known restaurant brands such as Bone Daddies and Coqfighter. This project marked its first collaboration with a creator-led food platform, introducing a new partnership model beyond traditional brand-to-brand activations.

The Opportunity

Old Chang Kee UK was seeking to reach younger, culturally engaged audiences through formats that went beyond conventional restaurant collaborations.

RollinJoint had demonstrated strong audience engagement around Asian street food when cultural context, product originality, and credibility were combined. This presented an opportunity to test a creator-led, product-first collaboration model within the UK market.

Insight & Ideation

The project began with a proposal for a video collaboration. Rather than limiting the partnership to content production, RollinJoint proposed a deeper, product-based collaboration.

From the outset, RollinJoint worked closely with Old Chang Kee UK’s CEO to co-lead the project from insight development through ideation. This process included:

• Analysing Old Chang Kee’s UK customer demographics
• Identifying overlap and growth potential with RollinJoint’s audience
• Defining a collaboration product that respected brand heritage while appealing to new consumers

Menu development was fully co-created, covering flavour direction, filling balance, and specific ingredient selection, including the type of meat used. The objective was to ensure both brand authenticity and strong market fit.

Execution

The collaboration launched as a limited-edition puff, supported by digital storytelling and on-site activation.

Key execution elements included:

• Development of a co-branded collaboration puff
• Short-form video content to drive awareness and in-store traffic
• In-store tasting activations to introduce the product directly to consumers

The campaign prioritised product credibility and real-world experience rather than influencer-led promotion.

Key Learning

This project demonstrated that when a heritage food brand collaborates with a creator-led platform as a strategic partner rather than a promotional channel, results can exceed traditional collaboration benchmarks.

By combining Old Chang Kee’s established brand equity with RollinJoint’s audience insight and product-led storytelling, the collaboration accelerated sales, expanded reach, and established a scalable framework for future partnerships.

Media

YouTube Shorts
https://www.youtube.com/shorts/7G5eVBrynd4