CHALLENGE
Vietnamese street food brand, Roll’d, was looking to reposition the brand to achieve three key objectives:
- Capitalise on the current excitement around Vietnamese cuisine.
- Stand out from the increasing number of copycat Vietnamese food chains.
- Better reflect their brand values.
SOLUTION
We created the new positioning, ‘Love the journey’, designed to send consumers on an exploration of Vietnamese flavours and culture. The visuals speak to the journey involved in creating the food, from its Vietnamese heritage to the fresh ingredients that make up the meals. The positioning appealed to Roll’d customers that dream of travelling and love to explore new flavours. To help launch the new positioning, we encouraged consumers to discover Vietnam one dish at a time, with a special offer on a different menu item every month.
RESULTS
The platform proved to be a big success, with Roll’d enjoying a double-digit sales increase throughout the campaign period. During the launch, we reached over 11.6 million people and were able to provide 46% additional value on the media investment.
