Lokhandwala
THE BRIEF
To Launch The Summer Menu
Lokhandwala had come up with a new summer menu that was set to rediscover the authentic flavours, lost dishes, and unusual ingredients of Imperial India. We were presented with the job to come up with an overall strategy and execute the same on digital platforms to create enough buzz so that it converts into reservations and walk-ins.
THE APPROACH
An Overarching Plan Utilising The Strengths Of Indian Cuisine
Since Lokhandwala portrayed Lady Charlotte’s story, we tried to ingest character into the different menu preparations and educate people about the significance of each menu item. We came up with a comprehensive marketing plan involving different verticals where the messaging revolved around #LokhandwalaSummerMenu with a distinct and vivid focus on food.
EXECUTION
Different Platforms To Spread The Message Effectively
We utilised the strengths of each digital platform to share the news about the new menu. Along with this, we ran highly targeted social media and Google ads to bring people to the website. Digital platforms such as OpenTable, BookMyTable, TripAdvisor, Design My Night, SquareMeal were used to promote the new menu through targeted offers and campaigns.
Posted interesting facts about the different items on the new menu
Initiated conversions with gourmands and food platforms
Mailers
Announced the arrival of the new menu and shared exclusive codes
Shared behind the scenes, views of Indian streets and items, interesting videos, contests, and collaboration with bloggers & influencers
