Grasshoppers bags creative mandate for Big Wong

Kurt Vonnegut wrote in Jailbird that “You can’t just eat good food. You’ve got to talk about it too. And you’ve got to talk about it to somebody who understands that kind of food.” So, when the team of Grasshoppers, who happen to be die-hard foodies, went to a restaurant which serves delectable oriental cuisine, they realised that they had come across a rare gem which deserves proper promotion. After numerous rounds of discussion with the brand owners and a realisation that both parties shared the same vision for promoting the quirky concept, Grasshoppers bagged the creative mandate for Big Wong.

Big Wong is an oriental cuisine brand which is fast gaining popularity in Delhi-NCR’s culinary circles. It currently has two outlets in Gurgaon and plans to launch around 10 more outlets in the NCR region within a year. The brand is also contemplating a pan-India expansion through a franchise model. Unlike other oriental cuisine restaurant brands, Big Wong’s concentration is not on the dine-in concept. With an emphasis on lip-smacking food rather than on a lavish ambience, the brand is focussing on the take-away and home delivery models. The 360-degree advertising campaign that is being conceptualised by Grasshoppers will be promoting these services in an interesting, out-of-the-box way.

Rajan Chanana, Partner, Big Wong, said, “Over the next five years, we aim to make Big Wong the first choice for India’s oriental food home delivery and take-away needs. We are very passionate about our brand and know that the quality of food being served at all our outlets has the potential to make Big Wong a major player in the segment within a few years. The right marketing strategy is very important for us to achieve our objective, and that is why we have partnered with Grasshoppers, as their approach was completely in sync with our vision.”

Grasshoppers will be focussing on various media platforms, including print advertisements, radio campaigns and outdoors, for reaching out to the target audience. The agency is also working on a new theme for each Big Wong outlet, as the brand wants to offer a unique experience to customers at various outlets. Moreover, Grasshoppers’ digital marketing wing, Grownups, will be promoting Big Wong on various social media platforms.

“For a bunch of food lovers who develop brand promotion strategies day in and day out, working with an F&B brand is the best possible thing. When an emerging industry player with immense potential and mind-blowing food comes your way wanting you to be as fun and unconventional as you would like to be in your creative approach, it’s like a dream come true. My team is raring to go and some very interesting ideas are being cooked up in our studio for Big Wong,” said Arjun Banerjee, Director, Grasshoppers.