SCHOOL OF THOUGHT
GRAYLING BRIEF 2023
Client: YO!
Products: Christmas Products
Media: Earned and Social
Audience: 18 - 25 City Dwellers
Problem: Create a PR idea hero'ing YO! Christmas products, that live and breathe the spirit of "perma-joy" whilst driving fame and footfall for YO! this Christmas.
Insight: The UK is generally rubbish with chopsticks. Most people fail miserably and resort to using a fork, but that's not fun. Luckily, this year a hack was reported on by The Mirror. A TikTok video showed how a simple napkin can make chopsticks easier.
Idea: YO!'s Japanese fried chicken (JFC) is chopstick-lickin' good and now there's no excuse not to use chopsticks with YO!'s new Origami-like napkins specifically for the chopstick hack.
In-Store Event
YO! will celebrate the launch of the Xmas menu and the Origami napkins in selected stores, inviting special guests and reporters to spread the word. Select influencers will also receive hard cases containing the Origami napkins, while a lucky winner can obtain the same case through a raffle.
UGC
Invite consumers to invent other creative ways to eat JFC with chopsticks this Christmas. YO! will collaborate with YouTuber Colin Furze to help spread the word.
Guerilla
YO! will employ people to hand out the Origami napkins outside other Asian restaurants that use chopsticks. This way we can infiltrate our competitors.
