Case study
Thaikhun, an authentic Thai street food restaurant chain, launched its seventh UK site at the Metrocentre, Gateshead. Karol Marketing was appointed to manage an integrated regional launch to generate media interest, convey Thaikhun’s vibrant atmosphere, build consumer excitement, and drive footfall.
Launching into the highly competitive Metrocentre food scene, Thaikhun faced the dual challenge of quickly establishing itself as both a distinctive and authentic dining experience. In a marketplace crowded with well-known brands, it was essential for Thaikhun to differentiate itself by showcasing its genuine Thai roots and vibrant street-food culture.
The Metrocentre’s vast scale and diverse visitor demographics added complexity, requiring a campaign that could connect meaningfully with a broad audience. Beyond building initial awareness, the brand needed to translate the restaurant’s lively, energetic atmosphere into real excitement, social buzz, and ultimately, footfall and bookings. Success would depend on not only highlighting Thaikhun’s unique offer but doing so in a way that felt accessible, authentic, and compelling to local diners who were spoilt for choice.
We created an integrated campaign rooted in authenticity and experience. Pre-launch engagement, a full-day launch event, and guerrilla marketing tactics were key. We leveraged the brand’s cultural roots and vibrant character to win media, influencer, and consumer support across the region, ensuring sustained attention beyond opening week.
For the launch activity built upon the key messages that
Our campaign targeted regional media, food bloggers, and influencers across the North East. Secondary audiences included Metrocentre visitors and food-lovers looking for exciting dining experiences. Special attention was given to reaching employees from major local businesses, extending the restaurant’s immediate network and encouraging word-of-mouth buzz.
Our integrated campaign achieved outstanding results:
