SCRIPT

 

Based on a recent study, it is evident that the older generation are the prime consumers of peranakan delicacies. With HariAnn's, we want to bring back the peranakan culture and at the same time bring families together. And why is this so important? It is because we found out that families are spending less than an hour together a day and this opened up an opportunity for us to create this integrated campaign.

 

The highlight of our campaign would be using the influence of social media to generate interest four our purpose. This is due to the high activity rate of youths who participates in social media. 97% of youths discover new cafes through social media platforms and the only reason why youths don't know about HariAnn's is because of the lack of social media advertising.

 

So with theses, we've came up with a 4 step challenge - The Harritage Challenge.

 

So firstly, purchase any sort of delicacy and bring it home to share with your family. Simply take a photo with your family enjoying HarriAnn's delicacies and upload it to Instagram with the hashtag #harritage and enjoy our exclusive promotions!

 

Secondly, in support of this challenge, we have brand ambassadors near the store at bugis where there is high youth traffic. These ambassadors will invite youths to take photos with our props and share it on Instagram with out hashtag.

 

With just this simple step, they'll receive free ondeh ondeh samples! On top of that, they would receive a 1-for-1 ondeh ondeh promotion when they present the container at our store! With these compelling and effective strategies, we are positive that HarriAnn's would be able to reach out to the younger generation and above that, serve as a brand that brings people together.