Masala Zone, London’s original Indian street food restaurant group, needed to change consumer perceptions and solidify their position in the ‘premium informal’ market. With competition fierce, we needed a distinctive idea that would grab attention and re-engage people with the brand.
Our Mango Mania campaign celebrated Masala Zone’s love of the ‘king fruit’ and its importance in Indian cuisine. May is the season when the famous Indian alphonso mangoes burst forth and herald the start of summer. We tapped into the optimism of the season with an evocative concept and mouth-watering creative that put the product centre-stage.
Tactical, integrated activity throughout the customer journey reached and engaged audiences at every touch point of the conversion funnel.
Paid ads on Facebook & Instagram using eye-catching stop-motion animation drove interest. A bespoke landing page engaged those customers and crucially converted into bookings - achieving +20% conversion rates.
A powerful email strategy, engaging A Boards, window and POS graphics, as well as major staff buy-in ensured the success of this truly integrated marketing campaign.
Mango Mania was activated in-restaurant to great effect. Elaborate mango displays adorned restaurants and staff wore mango-coloured aprons and handkerchiefs.
Masala Zone chefs created a special Mango Mania menu and guests wearing mango-colours were treated to a special cocktail. Guests, both new and long-standing, loved this fun and engaging celebration of the season.