Our aim was to build a strategy that not only focuses on increasing engagement and reach, but to also reposition Max’s as a young brand that can be the go to destination for millennials.

Understanding that Max’s is a Filipino restaurant, we set out a strategy to engage with Filipinos through detailed targeting that purely targeted the expats.

Being a heritage brand from back home, we capitalized on the homely feel and ensured that our tone of voice reflected the above. With the brand struggling to attract footfall from millennials, we ran engaging competitions across social media to ensure that the younger generation was not only willing to participate online, but also to bring their friends along for a delicious meal at Max’s.

Positioning them as a brand where people celebrate everything “To the max” helped capture the attention of not only their loyal customers, but the younger generation who were used to visiting Max’s purely for occasions.