Lunar New Year is a key calendar event for AYAM, as consumers who celebrate the holiday spend more time cooking for their families.
Leveraging the sponsorship of City of Sydney’s Lunar New Year Festival, we looked to position AYAM as the perfect ingredient for delicious Asian-inspired meals. The occasion-based activation gave us a platform to generate talk-ability around AYAM’s extensive product range and motivate consumers to use these products more frequently.
Tapping into the cultural elements of horoscopes and games, the AYAM Zodiac Roulette was born. The digital application paired people’s Western star signs with their Chinese zodiac signs to give a matching AYAM product. Upon playing, consumers received a free full-sized AYAM product, a correlating signature dish recipe and a prediction/horoscope for the year.
3,900 products distributed across 6 days of activity
600+ AYAM inspired meals served
33% eDM open rate with 3.3% click through to the AYAM website
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