It’s safe to say that PappaRich holds a special place in the hearts of Malaysians, celebrated for its heartwarming Malaysian cuisines. However, even household names can benefit from a brand refresh once in a while.
At Elliot Communications, we were honoured to collaborate on their recent PR campaign for brand revitalisation. Here are a few highlights from this remarkable journey.
🎉The Grand Reintroduction
First things first, in order to deliver exactly what they needed, we had to understand exactly how PappaRich wanted to reposition itself in the industry. We started by collaborating with the PappaRich team and determined that the best way to reintroduce the brand to the public eye was by putting Andy Lim – the executive director of PappaRich – at the heart of the narrative.
The idea was to take a personal approach to the rebranding by highlighting Andy’s familial ties to PappaRich, as well as his father’s involvement in the NU Sentral outlet. This would establish an emotional connection that resonates deeply with Malaysian audiences.
From there, we aimed to highlight PappaRich’s long-term vision to open 50 branches in Malaysia within 5 years, creating a sense of ambition and momentum alongside the revamped brand image.
Clear Communication And Corralling Community
Once the overall concept for the PR campaign was established, our team coordinated closely with the client, ensuring keen attention to detail and clarity at every step. While our PR team focused on liaising with the client to gather crucial information, our Editorial team began prepping the press materials.
From developing media lists to disseminating press releases and securing media coverage, each team member was key to amplifying PappaRich’s message, marking the start of an exciting new chapter for the brand.
The month of Ramadan was a blessing in more ways than one, as we reiterated PappaRich’s dedication to community and togetherness through its meticulously crafted Ramadan Special set menus. Through this, we both reminded Malaysian audiences of PappaRich’s offerings, while also highlighting the brand’s cosy, familiar dining experience to emphasise a sense of connection and unity.
🍲Reinforcing The Recipes For Success
Of course, the primary element for any F&B brand to focus on – especially when rebranding – are the menu items themselves. We wanted to take the opportunity to work alongside PappaRich to reinforce the brand’s commitment to quality and innovation. This included highlighting how the brand’s chefs carry out monthly branch taste check-ins and kitchen training sessions, ensuring a consistent, delicious taste and approach across all branches.
The Ramadan Special set menus provided the perfect opportunity to host the “Mari Berbuka Bersama PappaRich” event. This buka puasa experience allowed media friends to personally sample PappaRich’s culinary innovations and curate media features based on the experience. Several media personnel even returned with their family and friends afterwards! This event generated a new level of excitement, engagement, and trust with both the media and the general public.
✨A Brand New Approach
The combined efforts between Elliot Communications and PappaRich to breathe new life into the brand ultimately culminated in the unveiling of a new concept tailor-made to suit the needs of a dynamic, fast-paced working demographic: PappaRich Lite.
This outlet – located in Wangsa Walk Mall – is designed with the busy office worker in mind, working from a smaller space at a faster pace. The end result was a lunch rush supplemented by the availability of comforting local food at a more affordable price range.
The synergy between our strategic communication and targeted outreach, combined with PappaRich’s embrace of creativity and innovation, resulted in an extremely successful campaign. With 40 pieces of coverage across over 17 media outlets, we;ve gained valuable insights into effectively refreshing a homegrown, household brand.
Discover How Elliot & Co. Can Transform Your Brand
At Elliot & Co., we specialise in revitalising beloved brands just like PappaRich. Whether it’s crafting compelling narratives, coordinating impactful PR campaigns to enhance media relations, or launching innovative concepts, our team is dedicated to helping you achieve your rebranding goals.
To learn how we can help revitalise your brand and connect with your audience on a deeper level, contact us today. Let’s create your success story together.
