Chir Chir Fusion Chicken Factory, South Korea’s largest chain of “Chimaek” restaurants finally lands on Malaysian shores. Featuring best shared, sumptuous, mouth-watering delights, the shop is set to satisfy even the most discerning palates!
Challenges
As a new entrant to the highly competitive Food & Beverages industry in Malaysia, Pat-Lin Communications was tasked to introduce and establish the brand among Malaysian media and consumers.
The brand’s Unique Selling Propositions, such as its signature freshly-cooked chicken dishes that are fried only upon order, proprietary sauces and marinades from Seoul, and the creative menu had to stand out in reviews and media coverage.
Initiatives
A one-to-one PR tactic via sit-down restaurant reviews were conducted to officially launch the store in Malaysia. A total of 30 reviews were conducted in the span of two months involving various titles from dailies, magazines, online portals as well as bloggers.
An official Facebook Page and Instagram profile were also created to reach out to the target audience. With effective community management supported by Page Post Engagement ads, the brand’s social media profiles helped drive brand awareness, increased footfall to the flagship restaurant and drove revenues for the client.
