Mr Chen's marks National Dumpling Day with 'Find Aunty Chen' via DDB Group Melbourne

DDB Group Melbourne and Mr Chen’s Dumplings are celebrating National Dumpling Day by serving a part of the yum cha dining experience to customers in Melbourne’s CBD.

The new brand character Aunty Chen - inspired by yum cha servers, ‘trolley aunties’, who dish up tasty dumplings from heated pushcarts - took her trolley to the streets of Melbourne to share the damn good dumplings Mr Chen’s has on offer.

Aunty Chen’s mission was to ensure all she encountered left feeling well-fed. All people needed to do to claim the free hot dumplings was to find her.

Aunty Chen and her trolley started the 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.

The integrated campaign culminated with an activation on National Dumpling Day on Thursday, 26 September, where Aunty Chen delighted anyone who could find her at Queensbridge Square with free Mr Chen’s dumplings.

“Find Aunty Chen” is the first integrated campaign from DDB for Mr Chen’s, following the agency’s appointment to the account earlier this year.

Meta, TikTok and influencer social content from creators like Conor Curran launched the campaign and inspired people to attend the event. Melburnian Queensbridge Square activation influencers and interstate creators shared recipe content encouraging Australians to #MakeItMrChens this National Dumpling Day.

Dominique Grainger, brand manager of Mr Chen, 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, 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."

Credits Client: Mr Chen’s Co-CEO: Lucy Chen Co-CEO: Nancy Chen General Manager Sales & Marketing: Kevin McCudden Marketing Manager: Lian Brouwer Brand Manager: Dominique Grainger In-House Graphic Design: Helen James

Agency: DDB Group Melbourne Group Executive Creative Director: Psembi Kinstan Senior Copywriter: Anneliese Sullivan Senior Art Director: Josh Brown Art Director: Phoenix Santamaria Head of Production: Sonia McLaverty Videographer/Editor: Tom Marley Photographer: Alex Debely Head of Social and Content: Sam Snowden Social Strategist: Rosie Chong General Manager: Khia Croy Managing Partner: Marnie McKenzie Senior Business Director: Lucy Shearer 

PR: Mango Communications General Manager: Alex Lefley Group Account Director: Emily Perry Account Manager: Ruby Loosli

Sound: Bang Bang Studios Sound design: Tristan Dewey   Media: Kookaburra Riot Founder and Channel Strategy Expert: Paul Murphy