Jeremy Pang’s Hong Kong Kitchen



Landmark Brand-Funded Food & Travel Series Delivering Powerful Cultural & Commercial Results


Partnering Jeremy Pang, the Hong Kong Tourism Board, and global production company Electric Robin (Banijay Group) to create Jeremy Pang’s Hong Kong Kitchen a six-part, talent-led, brand-funded TV series for ITV, celebrating the food culture, people and neighbourhoods of Hong Kong.


Our agency led the strategic development of the programme, aligning talent, brand and broadcaster to produce a culturally rich, commercially successful food & travel series that significantly outperformed expectations.


Results at a Glance


Winner – Indielab Innovation Awards 2025: Branded Entertainment

  • Recognised as the industry’s best-in-class example of brand-funded TV, excellence in creative integration and talent-led storytelling.

800,000 Broadcast Viewers

  • The series attracted strong national audience numbers across ITV, validating the programme’s broad appeal.

12% Share of TV – Beating Slot Average

  • The show exceeded the average performance of its time slot, proving the strength of food-led, destination-focused content in mainstream UK broadcasting.

9 Million Consumers Reached Through Pre-Show PR

  • Our strategic PR and communications plan delivered widespread national and lifestyle media coverage, building momentum and strong audience anticipation.

1-Million Organic Social Views

  • Talent-driven digital content amplified reach and engagement, driving conversation across platforms without paid media.


Our Role


Talent Management & Media Strategy for Jeremy Pang

  • As Jeremy’s agency, we shaped the creative and strategic direction of the project, ensuring the series reflected his authentic connection to Hong Kong while elevating his profile as a leading culinary storyteller.

Brand Partnership & Commercial Integration

  • We led the collaboration with the Hong Kong Tourism Board, ensuring the brand’s cultural messaging was woven naturally into editorial storytelling - maintaining both creative integrity and commercial impact.


Creative Development of Talent-Led Storytelling

  • Our agency worked closely with Electric Robin and ITV  to define the show’s narrative structure, guest involvement and cultural themes, ensuring the programme delivered depth, authenticity and audience appeal.


Production & Compliance Navigation

  • We supported production planning, budgeting guidance and regulatory requirements to ensure smooth delivery across all partners.


Broadcaster Liaison & Content Positioning

  • We collaborated with ITV to position the programme for maximum viewer engagement and strategic fit within the food & travel genre.


The Series


Jeremy Pang’s Hong Kong Kitchen explores Hong Kong’s world-renowned culinary landscape - from Michelin-star restaurants and iconic cha chaan tengs #to vibrant dai pai dongs and neighbourhood food heroes.

Featuring Mel Giedroyc, Grace Dent, Tom Skinner, Simon Rimmer, Chris Bavin and Nisha Katona, the series blends celebrity guest experiences, local stories, and heritage recipes with Jeremy’s personal connection to the city.

This powerful combination positioned the series as one of the most engaging and culturally authentic food & travel programmes on UK television.


Impact


For the Hong Kong Tourism Board

  • The programme shifted UK audience perceptions of Hong Kong - presenting it as a culturally rich, warm, dynamic and welcoming destination beyond the skyline.

For Jeremy Pang

  • The series significantly increased his broadcast visibility, accelerated his media career, and reinforced his position as a leading UK authority on Asian cuisine.

For Viewers & the Food/Travel Category

  • The show delivered a fresh, human-centred perspective on Hong Kong’s culinary culture - proving that brand-funded content can deliver genuine storytelling and mainstream broadcast success.

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