The Halal Guys
Brief
To handle the UK launch of the hugely successful NYC brand, The Halal Guys.
Strategy
The campaign was launched with a press trip to NYC attended by the Evening Standard and Asharq Al Awsat pan-Arab newspaper.
A four-week countdown to the Grand Launch in Leicester Square was kicked off with a social media campaign by former Made in Chelsea star Ashley James followed by Mustafa from X Factor-winning band Rak-Su.
Launch week incorporated three separate events – Friends & Family, Press and Influencers (attendees included Harrison Webb – YouTuber with over 700,000 subscribers – and Vikings actor Jack McEvoy). On the eve of the launch, the agency arranged for Josh Denzel of Love Island fame and his male friends to dine in the restaurant with girls from the recent series of The Bachelor UK. This resulted in major social media exposure. That same day the three founders granted interviews to just three media – The Independent, Waitrose magazine and Eater. The agency project managed all aspects of the launch day, including liaising with the council, security, merchandise and guest of honour, YouTube sensation and THG aficionado Adam Saleh. Crowds began to form at 8 am and over the course of the day over 2,000 people waited patiently in the queue.
Results
Press coverage has been across the board but a particular strength has been the social media engagement. By the time of opening, the UK restaurant had 10,000 followers on Instagram (launched in 2015 the US account has 37,500). Sales have exceeded all expectations.
