IT'S TIME TO 出焦! 🔥🍚

What's the best part of claypot rice? The crispy, golden 飯焦 at the bottom, of course!

For 一粥麵's new claypot rice campaign, we turned this irresistible product highlight into a playful creative idea — 「出焦」.

A little Cantonese wordplay, a whole lot of crispy goodness. From the TVC to the key visual, we put the spotlight on what makes a great claypot rice truly worth craving.

And this is just the beginning. More 出焦 moments coming soon! 👀

Collaboration with @dinonparrot