Little Bao Boy targets UK-wide expansion with quirky new campaign

Leeds-based East-Asian eatery, Little Bao Boy has collaborated with global creative agency Wongdoody on the creation of a new brand platform and nationwide communications campaign.

Coming as part of its plans targeting UK-wide expansion, Little Bao Boy’s latest campaign will be centred around a hyperlocal comic-strip theme, imagining the brand’s mascot in a variety of humorous vignettes.

little bao boy

Wongdoody’s new brand identity and ‘brand world’ for the firm centres around Little Bao Boy as a character who ‘hangrily’ tears through different cities as he looks to appease his hunger – inevitably with bao buns.

Since launching in 2017, Little Bao Boy has now grown to three permanent sites and 36 delivery kitchens across Leeds, Birmingham, London and Manchester.


Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning


“We believe in taking our food seriously but not ourselves, and the new direction for our brand does just that. It’s fun-filled, looks great and is ever so slightly spicy … just like our food,” Little Bao Boy founder, James Ooi said.

Having secured the restaurant chain’s account in November, Wondoody’s new campaign is set to go live via social, out-of-home and across a variety of different merchandise, including packaging, grease-proof paper and other key products.

little bao boy
 

Wongdoody global chief creative, Grace Francis added: “A huge element of the success of Little Bao Boy is the character of the brand. So as the company grows, we wanted to make sure that the brand doesn’t become another faceless chain.

“By doubling down on the ‘Little Bao Boy’ in the brand with hyperlocal campaigns for every town and city it enters, this work is less about disruption and more about becoming an intrinsic part of the food scenes in each location.”

AgenciesBrandsCreative and CampaignsNews

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.

RELATED POSTS

Menu