The Brief

Roti King is opening it’s first venue outside of London, in the seaside town of Brighton. Create a 360 campaign that gains press coverage, social media engagement and a launch event to help promote the new opening and ensure that there is longevity to the excitement surrounding the opening.

The Activation

We secured some top tier press coverage announcing the launch of the first outpost opening for Roti King, however, we wanted to create a series of launch events to further increase the awareness of the opening.

Launch event

• Local Hero’s Night - to ensure that Roti King was not perceived as a “Big London Brand” opening in Brighton we wanted to create meaningful connections and give back to the community. Prior to opening to the public we invited in people from the community who contribute to the Brighton community, from nurses, to charity workers and caregivers. This was used as a trial services for the Roti King staff.

• Influencer Launch Night - The night before opening to the public we opened up to 55 Brighton based influencers for a first look. The night was complete with traditional Brighton games, goodie bags filled with Roti King merch, themed Brighton Rock candy and the elements and recipe card to create their famous Nasi Lamak, helping to cross promote their cookbook that launched 2 weeks later.

• Launch Weekend Sales Driver - To drive sales over the launch weekend we ran a pay what you like activation, where customers could come and enjoy a meal and then pay the value that they felt it was worth. This allowed us to reach new audiences and have the opportunity to turn them into repeat customers.

Social Launch

We were faced with the challenge of needing to promote the new opening of the Brighton venue, despite the restaurants construction not being complete until the week prior to opening. And so, Sugan Spots was born. A social first video series following the much loved Roti King owner, Sugan exploring some of Brightons best bars, resturants, pubs and grocers.

Not only did this allow us to create Brighton based content to promote the opening, but it allowed us to collaborate with established Brighton based hospitality venues, leveraging their following and allowing us to reach their Brighton based audience.

Paid social

Alongside our social and PR efforts we ran a location based Meta ad campaign to drive awareness and encourage patronage of the new restaurant.

The Results

• 108.2M Press Reach (including coverage from Timeout, Tatler & Brighton Based Newspaper The Argus)

• 54 pieces of press and influencer coverage

• 3,447 covers in opening weekend (60 cover venue)

• 205.6K views, 4,940 social engagements and 860 link clicks

• 95% turnout rate for influencer launch nighth

• 138K impressions, 5.26% CTR, £0.08 CPC & 7,234 link clicks from the paid social campaign

Client: Roti King