Roll'd had the product, the heritage and the momentum. What it needed was a positioning that could separate the brand from a growing wave of Vietnamese food competitors and give people a reason to choose Roll'd beyond the food itself.

Sphere went back to the centre of the business. A strategic incubator workshop uncovered the values, ambition and future vision of the brand. Audience analysis then identified two key segments united by the same mindset, a love of new tastes, unique experiences and discovery.

That insight became 'Love the journey'.

Instead of simply talking about Vietnamese food, the platform invited people to explore where it came from, the culture, heritage and fresh ingredients behind every meal. The creative made the journey part of the experience, giving Roll'd a positioning designed to work long term rather than for a single campaign.

Sphere then built the system around it, a style guide to protect the brand and a communications plan spanning OOH, social, online radio, youth sites and programmatic.

Love the journey. Discover Vietnam one dish at a time.

To launch the platform, Roll'd featured a different menu offer each month across Bao, Bun and Goi. Over the three-month campaign, sales increased 2.5% year on year, customer transactions and sales showed a weekly upward trend, the campaign reached more than 11.6 million people and delivered 46% additional value on the media investment.

Sphere didn't just give Roll'd a campaign line. Sphere gave the brand a platform built to travel.