A restaurant experience that fuses traditional Chinese cooking with modern flair, Sichuan Papa at Everton Park was looking to push the boundaries in suburban dining and change mindsets about the way Chinese food was consumed.
Often perceived as an affordable Friday night take-away or hangover cure, the brand wanted to re-position the indulgent and exciting side of Chinese cuisine and bring this to life for food lovers. Our strategy centred around a revival of Chinese cultural trends in young consumers to create deep relevancy and brand connection.
Thematic pillars such as fire and spice were introduced into the marketing mix and resulted in rich, authentic and relatable storytelling across owned channels. We also ensured that the target consumer was frequently reminded about Sichuan Papa by implementing an ‘always-on’ digital presence to foster brand loyalty and connection.
Our brand storytelling was also illustrated at the restaurant table, with the introduction of on-trend events likes bottomless dumplings and sophisticated Sunday hangover banquets to ensure Sichaun Papa had its finger on the pulse throughout the consumer journey.
This dining experience is reminiscent of what is expected from CBD establishments, differentiating Sichuan Papa in the market and resulting in repeat visits from diners who were hungry for more.
Since working with Sichuan Papa the brand has seen a:
344% increase in social engagement
255% increase in website traffic
36.6% uplift in total followers across Facebook and Instagram