Services
Client
Year
Challenge
Following a successful limited run the previous year, Yep Kitchen asked us to re-launch their limited edition sichuan box for the festive season. The challenge was two fold:
Combating fatigue: We needed to reinvigorate interest in a returning product without it feeling repetitive.
Category disruption: We had to position a pantry staple (chilli oil) as a desirable, gift-worthy item in a crowded Christmas market dominated by traditional goods.
Goal
The primary objective was to drive direct sales of the limited edition box. However, beyond immediate revenue, the goal was to deepen brand affinity by tapping into the specific cultural language of the Yep Kitchen audience. We also aimed to test the viability of Top of Funnel (TOF) Meta traffic to see if "cold" audiences would convert on a high-intent seasonal product.
The impact
The campaign created a massive "halo effect" for the brand. The data revealed that while the ads drove traffic, they also sparked conversations off-platform and drove significant brand search behaviour.
The halo effect Comparing Shopify data from the 4 weeks prior to the ad launch vs. the 4 weeks during the campaign, we observed:
135% increase in purchases from Google searches (indicating high brand recall people saw the ad, remembered it, and searched for it later).
134% increase in sales from “unknown sources.” This is attributed to “Dark Social” users sharing links via WhatsApp, DMs, and email, proving the campaign’s “cult” appeal and shareability.
Client feedback The success of this campaign has fundamentally shifted Yep Kitchen’s paid strategy moving forward:
“I compared Shopify data from the 4 weeks prior to switching on the ad with the 4 weeks it was on… I’m keen to run more permanent Meta traffic campaigns, top of the funnel stuff, as it appears from the data that we’re converting very well from this type of advertising.”
The approach
We developed the campaign concept: "Sichuan Sleigh your gifting this year."
Creative strategy: We moved away from standard “food porn” shots and focused on the act of gifting. We positioned the chilli oil box as the playful, unexpected “cool” gift that breaks the monotony of socks and chocolates.
Tone of voice: Leveraging the brand’s cult following, we utilised trend-focused copy and “internet speak” specific to their demographic. The messaging was designed to feel like an inside joke shared between friends, rather than a corporate broadcast.
Channel execution: We launched a Meta traffic campaign targeting broad, top of funnel audiences, betting that the strong creative hook would stop the scroll and drive curiosity.
