CASE
1915 Lan Zhou Ramen
1915 Lan Zhou Ramen, best known for its traditional handcrafted noodles and authentic broth, has attracted a loyal customer base. The first restaurant has accumulated a steady flow of customers since its establishment amid the hustle and bustle of Dundas Street some 8 years ago. However, the same popularity did not grace the new Richmond Hill location.
The Noodle Bowl that Sets the Trend
“Every time someone comes for renovation or construction, we upgrade their order to a large bowl with side dishes. For free!” says the owner of 1915 Lan Zhou Ramen.
The personality of a founder often pivots business growth. For 1915 Ramen, the hospitality to let everyone enjoy a hearty meal is core to the brand DNA. With support from a self-owned central kitchen, the restaurant outruns its competitors in the quantity and variety of noodle toppings and side dishes.
Our challenge was to create a solution that centres around this rich variety of toppings and the affordability unique to 1915 Ramen. The result was a “Meat Mountain Big Bowl” Challenge that swept Toronto’s food market.
Business Relevance:
A rich variety of noodle toppings showcasing flavour diversity and affordability
Independent Transmission:
The unique pairing of meaty toppings and a giant Chinese porcelain bowl was a visual scream of opportunity to make compelling social content
Emotional Needs:
The challenge satisfied the need to be seen. The noodle bowl could also be enjoyed by groups or packaged for takeout. The entire restaurant was filled with a warm home vibe that makes families come back.
Functional Needs:
Participants were able to satisfy hunger with a good meal. The opportunity to taste all 8 different toppings in one meal greatly fulfills their needs to try the impossible.
The Approach
The content of the challenge was published by local media to attract the first round of participants. During the event, the large blue and white porcelain noodle bowl became the highlight that sparked a positive cycle of independent transmission. It was a spontaneous call for more ambitious influencers to come over and try.
In the meantime, we have been auditing reviews to ensure positive engagements. To reinforce the brand image of 1915, we also produced a video of the event for circulation on YouTube.
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Influencer Marketing
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Content Production
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PR Strategy
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Event Touch Points Design
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Offline Event Plan and Organize
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Social Media Ads
