We (re)positioned Roll’d for success, helping them to capitalise on the growing interest in Vietnamese cuisine.
Vietnamese street food brand, Roll’d, was looking to capitalise on excitement around Vietnamese cuisine and stand out from the increasing number of copycat Vietnamese food chains.
THE BIG IDEA
Roll’d undertook our five-stage process to reposition the brand to better reflect their values and achieve their objectives.
Stage 1 – Strategic incubation workshop
We conducted a half-day incubator workshop with key Roll’d stakeholders to get to the heart of the brand, its values, the current situation and its vision for the future.
Stage 2 – Target audience analysis and communications channel plan recommendations
We conducted a thorough review of the Roll’d audience and identified two key segments that shared a common love of seeking new tastes and unique experiences.
Stage 3 – Communications platform
Using insights gained from the workshop and audience analysis, we created the new positioning, ‘Love the journey’, all based around sending 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 was designed to be flexible enough to work long term over many years and appeals to Roll’d customers that dream of travelling and love to explore new flavours.
Stage 4 – Style guide
We developed a style guide to ensure ongoing brand consistency in the communications look and feel. The guide outlined the rules of applying new and existing brand elements, such as the new positioning line.
Stage 5 – Channel plan
We created a marketing and communications plan for Roll’d that worked across OOH, social, online radio, youth sites and programmatic, designed to deliver on business and brand objectives.
Communications platform launch
To help launch the new positioning of ‘Love the journey’, we encouraged consumers to discover Vietnam one dish at a time, with a special offer on different menu item every month. The campaign ran for three months and promoted offers on Bao, Bun and Goi.
The communications platform launch saw a 2.5% YoY sales increase and a weekly upward trend of customer count (transactions) and sales 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.