Pringles | Strategic Objectives

Mandarin Restaurant Celebrates 45 Years With Free Buffet

Media Relations

Iconic made-in-Canada success story attracts hungry crowds across Ontario

What began as a dream for two Chinese immigrants in 1979 has grown into an iconic Canadian brand. Now with 30 locations across Ontario, Mandarin Restaurant celebrated its 45th anniversary in 2024 by bringing back its popular Canada Day Free Buffet event. This marks the third anniversary celebration Strategic Objectives has partnered with Mandarin to develop a comprehensive communications program to generate excitement about the Events across Ontario to attract loyal and new guests.

The challenge

Stand Out in a Crowded Market

The Canadian restaurant industry was facing challenges coming out of the COVID Pandemic with restaurants facing a decline in customers and buffets dealing with increased health and safety regulations. Mandarin needed to stand out among the competition. The task was clear: communicate the excitement of the Canada Day Free Buffet as part of the larger 45th Anniversary celebration. Our goal was to generate media coverage leading up to the event, drive awareness across social media platforms, and ensure local Managing Partners and Mandarin executives were positioned as media spokespeople in their communities.

The solution

Free Buffets for Mandarin Fans

To elevate Mandarin’s 45th-anniversary celebration and make its Free Buffet the most talked-about local event on Canada Day, and the summer, we crafted a strategy that combined traditional media relations with awareness-driving social media tactics. By working closely with media, influencers, and Mandarin’s internal team, we ensured Mandarin became the go-to spot for families and friends looking to celebrate Canada Day. Our campaign included:

Media & Influencer Relations: We created a powerful news release, supported by robust media outreach, and on-site presence to engage journalists across Ontario on Canada Day.

In-kind Influencer Program: We partnered with influencers to enjoy a complimentary dine-in experience at Mandarin and shoot on-location content of their visits, encouraging them to share their excitement about the Canada Day Free Buffet with their audiences.

Social Media Promotion: Content was developed, shared, and amplified across platforms to spark conversation and generate buzz.

Chain-Wide Media Training: We provided media training to more than 30 local Managing Partners and executives, ensuring they were equipped to represent Mandarin with confidence as on-location spokespeople at their local restaurants.

Thirty Mandarin restaurant locations across Ontario were met with hundreds of hungry supporters in long lineups all day long, surpassing the success of previous events.

The results

Unprecedented Buzz & Impressions

30.4 million total impressions achieved, showcasing the reach and impact of the campaign.

6.2 million social media impressions generated through 36 pieces of content, with 100% of posts being positive.

5 strong in-kind influencer partnerships secured, generating 412K impressions, expanding Mandarin’s reach to new audiences.

Results

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