Chinese Wok has launched a campaign to introduce Schezwan Fries, marking the brand’s entry into the French fries category.
The launch is supported by a digital-first campaign anchored by a quirky film designed for short-form and social media platforms. The film draws on meme culture and snackable storytelling to position Schezwan Fries as a bold, standalone snack rather than a traditional side dish.
Alongside the hero product, the new fries range also includes Classic Salted Fries and Cheese Fries, giving consumers options between familiar flavours and the brand’s Desi Chinese offering.
Watch campaign here:
The campaign will be amplified through digital content, influencer collaborations and in-store activations across the brand’s network of outlets. According to the company, the rollout aims to tap into youth-driven snacking occasions such as casual hangouts, late-night cravings and at-home entertainment.
Schezwan Fries combine classic fries with the brand’s signature Schezwan flavour and are served in a Shake-Shake Bag format, where consumers add seasoning and shake the bag themselves before eating. The fries are also served with chopsticks, creating a distinctive eating ritual intended to align with the brand’s Desi Chinese identity.
Commenting on the launch, Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks, said, “At Chinese Wok, we have always believed that flavour drives culture. With Schezwan Fries, we are not just entering the fries category—we are creating a new snacking expression rooted in Desi Chinese, a space we have led for over a decade. This launch is part of our larger vision to extend our flavour authority beyond meals and build snack formats that are bold, familiar and scalable across the country”
Sharing the marketing perspective, Vikas Iyer, Marketing Head, Lenexis Foodworks, added, “Fries are no longer just a side, they are a mood, a craving and a cultural staple for Gen Z and millennials. With our Shake-Shake Fries, we have built an experience that’s interactive, bold and packed with flavour. Schezwan Fries, in particular, gives us a clear hero product that no other QSR brand can authentically own at this scale, helping us spark conversations, drive trial and build strong snack-led recall.”
The launch will also see the fries integrated into meal combos and upsell formats across Chinese Wok outlets as the brand expands its snacking offerings.
