300 --> 2.5K+
The Chinese Club is a restaurant in Williamsburg, Brooklyn, NY that needs more brand awareness behind what Indo-Chinese food encapsulates. The food is unique to The Chinese Club and needed a way to redefine and reposition the product as exotic, yet approachable to the masses.
We worked to reposition the food as Chinese style street food from India, which is approachable. We do not want to position the concept as a Chinese takeout restaurant. Our focus is on targeting and education people on what Indo-Chinese encapsulates, and we believe that the product is strong enough that it speaks for itself. We launched a full-fledged influencer campaign that brought in many local influencers to talk about what The Chinese Club is about - a unique Indo-Chinese restaurant that celebrates its rich cultural heritage while contributing to the diversity of food culture that NYC offers.