The Challenge

The City of Sydney Lunar New Year festival is a massive event that takes places over two weeks, with a number of brands and activations involved, we had to ensure AYAM stood out from the crowd.

By using experiential elements and amplifying it through PR, we needed to position AYAM as the perfect ingredient for any Lunar New Year celebration.

Ayam Zodiac Roulette

The Solution

Using AYAM’s existing Zodiac Roulette, a transformed Tuk Tuk, using world-first technology to combine your Chinese and Western zodiac signs, to uncover your destined Asian dish, we created the ultimate experience hub where families and food lovers could revel in the flavours of Asia. The AYAM Hub also included a delicious food truck, where festival-goers could enjoy the authentic taste of AYAM.

Our overall strategy was to leverage the AYAM Hub and their flavour credentials to create reasons for people to engage with the brand through physical experiences and encourage them to cook more with AYAM.

Media amplification included an announcement outlining how consumers make the most of the food and entertainment in the AYAM Hub and participate for a novel Lunar New Year experience, delicious recipe inspiration and consumer promotions.

The Results

90 pieces of traditional coverage
22.4 million cumulative reach
Total of 3,655 people who interacted with the AYAM Zodiac Roulette
613 total number of serves at the AYAM Food Truck



Consumer marketing

Media relations

Stakeholder management

Social media



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