There is a universal myth that all Asian food is made of meat. Tum Tum Asia wanted to address this misconception while showcasing their 100% vegetarian, authentic pan Asian cuisine with a twist. A cleverly crafted menu from the streets of China, India, Singapore, Thailand, Malaysia and Japan. This seemed like a tasty project right from the start.
Vegetarians, vegans and propagators of plant based diets have changed the way the world eats. As naysayers and fence sitters have started trying out vegetarian food, it has opened up a whole new clientele for Tum Tum and us.
Our approach was to curate communication catering to the 2 main cohorts – (a) those who love Asian Food, and (b) people looking for a vegetarian treat with a twist.
All Tum Tum needed was 100% fresh content with the right garnishing. Talking about the vast possibilities with vegetarian dishes. Showcasing the splendour of vegetarian delicacies- one dish at a time. Creating chatter around how Tum Tum is changing the way people perceive and eat vegetarian food. It was all about serving snackable content that was as good as Tum Tum’s dishes. Chefs built engaging narratives that unravelled the twists in the dishes and talked about age old Asian vegetarian recipes.
Tiny, bite-size content created ample buzz and increased shareability. Rich food imagery did wonders that were enticing. With the right targeting we could roll out bespoke content as per the audience. We went beyond the digital marketing menu card to serve customised, result-oriented content. So the next time you crave vegetarian food do drop by Tum Tum.