AMOYZING RECIPE BOOKAMOYZING RECIPE BOOK

Amoy marketing teamTo ,

Lexis Amoy enthusiastsFrom ,

TODAY’S RECIPE: LEXIS

Lexis is a creative communications agency specialising in PR, digital and brand experiences.

We’re a team of over 50 specialists working across consumer, sport, corporate, trade, digital, crisis management and experiential. We manage day-to-day press offices as well as delivering long-term strategic campaigns. We also work as part of a roster of agencies, both PR & other disciplines, for many clients.

Creative Storytelling is in our DNA

However we tell your story – using content, images, live experience or any other communication – it needs to answer 3 crucial questions:

• Why will people write about it? • Why will people talk about it? • Why will people buy into your brand as a result?

OVERVIEW

METHOD

• Media relations• Blogger outreach• Press office• Experiential• Content creation, production & seeding• Crisis and issues• Brand ambassadors• Brand partnerships• Media training

• Content and copy for brand channels e.g.: Website, Facebook, Twitter, Instagram, Blog, YouTube

• Events and experiences

• Community management

Video/content seeding Media partnerships, brand-funded TV pro-grammesAdvertorials

EARNED OWNED PAID

Insight, Strategy & Creativity

A generous dose of Cat Miller, Associate Director on the consumer team. Relevant client experience: Diet Coke, Coca-Cola, Magnum Ice Cream, PG Tips, Carte Noire, Kenco, Noodle Box (Australia) & Grill’d Healthy Burgers (Australia)

3 tablespoons of Hayley Elvin, Account Manager on the consumer team. Relevant client experience: Costa Coffee, Diet Coke, Coca-Cola, Pizza Hut, Kingsmill (Allied Bakeries)

A dash of Sarah Whybrow, Account Director on the corporate team. Relevant client experience: Whitbread, Costa,Burton’s Biscuit Company

Mix it all together with Theresa Santos, Account Director on the social team. Relevant client experience: XX

And season with Rebecca Ward, Account Manager on the social team. Relevant client experience: XX

When I describe my relationship to food, I would say I’m one curious Cat; I live for food, love all types of cuisine (you name it, I’ll try it at least once) and the coming together of those nearest and dearest to me.

I’m a daring diner but for me it’s the classics that I enjoy most – if you have a few quality ingredients, you can create a masterpiece in no time at all. My favourite Asian dish (if I must only pick one!) is Pad Thai, and my most memorable experience devouring it was off a longboat in Thailand.

CAT MILLERI live to eat

INGREDIENTS:

Food to me is a social necessity – nothing makes me happier than exploring the hottest, coolest new restaurants with friends! My rule is that we don’t eat in the same restaurant more than once - food is all about exploring and trying something new…

My favourite Asian dish is Black Bean Chicken!

HAYLEY ELVINFood is where the heart is

My love of cooking is only surpassed by my love of eating! Seasonal ingredients, big sauces, exotic flavours – only food can take you to another country while you’re still in your kitchen! I love to cook for others (and beingcooked for!) – it’s such a brilliant way to share ideas and discover new twists on classic meals.

Asian food is so full of flavour and is a big favourite of mine. Top of the list would be Gai Yang – but it’s a seriously long list!

SARAH WHYBROWFood Glorious Food

I’m definitely a foodie - there’s nothing I like more than getting together with a couple of friends and trying out a new restaurant we’ve heard about. At home I try to vary my meals as much as possible and rely on recipes a lot to makemy midweek meals simple but tasty. Whilst I love recipe books, I’m definitely a Googler – the internet’s such a great recipe resource.

When it comes to Asian food I love experimenting with different marinades.

THERESA SANTOSNever trust a person who doesn t love food

Food is definitely an important part of my life. I love to cook meals for my family and friends and invest my time and money in experimenting with new ingredients and dishes; my friends have to drag me away from food markets as I can easily spend all weekend in them!

My favourite Asian dish is Katsu Curry, as it’s a tasty and comforting meal to enjoy but it’s also a crowd-pleaser at dinner parties!

SARAH WHYBROWCooking is one of lifes pleasures

AMOYThe last couple of years have been instrumental for Amoy. New products, flavour variations and a partnership with TV chef Ching He Huang have helped to shift overall brand perception, from that of “old China” to “modern Asia”.

And your timing could not have been better…

Pitching up in weekend markets, an ever-expanding troupe of London street food traders – more and more of which are serving Asian cuisine – are continuing

to revolutionise the London dining scene. The highest proportion of new restaurants opening in the capital are Asian – Japanese and Korean are rapidly climbing up the lad-der of popularity – with London’s foodies also embracing bold flavour fusions such as Peruvian and Japanese.

Your brand repositioning efforts are driving change for Amoy so – rather than suggesting a new strategy – we have developed ideas that get people talking, sharing and actively engaged.

Showcase the joy of Asian food and

home-cooking

ZING

Activities that generate regular flow of content worth sharing

Direct to yourconsumers

Maximise assets across all channels

Something for the media to write about

Content thatretailers can get

behind

CONTINUINGTHE AMOYZINGSTORYCONTINUINGTHE AMOYZINGSTORYCONTINUINGTHE AMOYZINGSTORY

HAPPY CHINESE NEW YEAR

Say Happy Chinese New Year with AMOYZING Noodle Art.

Chinese New Year (beginning 18 Feb)is just around the corner. People of all ethnicities across the UK get involved in the vibrant festivities and food is at the heart of the celebrations.

Chinese New Year* is a key hi-jacking opportunity for Amoy – whether that’s activating ‘on the ground’, or celebrating online.

We’ve noodled around with a couple of ideas to bring the taste of Amoy home-cooking to the masses:

• Add a modern touch to the traditional Chinese New Year ‘Reunion Dinner’, which is believed to be the most important meal of the year in China. Big families of several generations sit around tables and enjoy the food and time together – let’s createthis on a scale, offering hundreds of

consumers the chance to get around a table and enjoy a celebratory meal. If you are still in contract with Ching He Huang, she could create the AMOYZING menu live at the event, demonstrating to consumers just how easy and quick AMOY meals are to make at home

• Commission artists across the UK to create fabulous noodle art (yes that’s art made out of noodles and paintings drawn with soy sauce) to be on display in iconic locations (i.e. China Town). The spaces could also be used for sampling and you could even give consumers the opportunity to create their own noodle art. This idea could also live on social, encouraging consumers to share their own artistic creations

*We appreciate Chinese New Year is just around the corner so this could be an idea activated in 2016 or at other events through the year, i.e. musical,art or food festivals.

EXCLUSIVE CINEMASCREENING

What’s the idea?Remind customers there’s more to oriental food than just a stir fry and encourage people to be adventurous and broaden their horizons. How? Team up with the Prince Charles Cinema to host an Asian double bill screening, with free and bespoke ‘Amoyzing’ meals on offer to help enhance the viewing experience.

How does it work? Located 50 yards from London’s Leicester Square, the Prince Charles Cinema is “the countries funkiest cinema”, with a reputation throughout the film industry for being quirky, innovative and just a little bit different – a perfect match for Amoy!

Prince Charles cinema is also popular for its ‘double bill’ screenings so why not host an double bill Asian film screening for top-tier food and lifestyle media…

Here, international chef and Amoy ambassador, Ching He Huang, would educate attendees on how people can - easily - be adventurous with Asian cooking, and how flavours can enhance experiences, such as when watching a film. Attendees would also get the opportunity to sample a host of ‘Amoyzing’ recipes throughout the screening…

For example, a classic dish such as a Chicken Pad Thai would be available for attendees to enjoy throughout a legendary Asian film such as Old Boy (1954), whereas a more unique and creative recipe, such as a Chicken Teriyaki & Sesame Stir Fry, would complement an exclusive screening of the 2015 remake of the famous Asian film, Ghost in the Shell

INDIGITALWhat’s The idea?With over four million viewers Masterchef has fast become one of the most popular cookery competitions in the UK.

The array of cuisines and tense taste tests have also made the show one of the most talked about programmes on Twitter, with the Masterchef UK Twitter account having almost a quarter of a million followers.

Therefore, we believe ‘Amoyster chef’ would be a great connection between Masterchef and Amoy.

‘Amoyster chef’ would be a digital-ly-housed cookery competition to find the nation’s best oriental-inspired home chef.

AMOYSTER CHEF How does it work?• Encourage brave cooks to upload their recipes to amoy.co.uk for the chance to compete in a series of “Amoyster chef” style challenges, video’d in a professional kitchen, and uploaded to YouTube and amoy.co.uk

• Contestants will be judged by chef, Ching He Huang (or similar oriental cookery expert) who will find chefs that master staple oriental dishes

• The activity will create a hub of content that can be shared by Amoy to create interest and engagement with the audience, and showcase the versatility of the product range

• Hosting content on YouTube will encourage organic conversation and consideration around the brand and to drive views the competition could be won by the chef that manages to gain the most views for their recipe

CONTINUING THE AMOYZING STORYWhat’s The idea?Around the world different cultures have different approaches to tackling two of life’s funn-est challenges - a bowl of noodles + chopsticks.

From China, where people like to slurp noodles from a bowl held closely to your mouth, to Britain where noodles are twisted around chopsticks, we want to capture the perfect noodle-eating tactics.

We will highlight the joy and humour around eating noodles by encouraging people to submit short-videos of them eating their noodles.

These short-videos can be looped to show the variety of ways noodles can be devoured around the world.

NOODLE TIMETo encourage people to submit videos (and to take the ancient technique of eating with chop sticks into the present day) Amoy can reward people by 3D printing personalised chopsticks for the best 100 videos.

How does it work?Amoy will promote a series of example videos to suggest to social media users what their videos should look like.

A few example personalised chopsticks will be 3D printed and Tweeted at celebrities to show consumers how exciting the personalised prize will be.

This activity will also produce interesting bite-sized content to seed on social and via PR.

Their YouTube channel was used for the recipe campaign, and a couple of these videos were obviously promoted (220k views), but other videos have fallen by the wayside a bit (max 3k videos) and haven’t received much love.

Video recipes are INCREDIBLY branded (e.g. a packet sauce, some prawns, noodles! Done!) - no real showcasing how versatile the products are.

CURRENT CHANNELS

CONTINUINGTHE AMOYZINGSTORYA TASTE OFWHAT WECAN DOA TASTE OFWHAT WECAN DO

DEMONSTRATING OUR VERSATILITY ON PIZZA HUTWe have been working on Pizza Hut for almost three years and take a multi-disci-pline approach to their communications, really allowing us to flex our muscles!

For every new product and restaurant opening, we build in a strategic approach to social, corporate, consumer and digital to ensure we maximise brand conversa-tions across all possible channels.

INSIGHTSince 1958 Pizza Hut Restaurants has been the champion of innovation - first to stuff a crust, first to offer free salad - and with their new menu, they wanted an amazing way to bring it to life - so we created the first ever menu where your mind does the choosing without you even realising - enter the Pizza Hut Restaurants’ Subconscious Menu

IMPLEMENTATIONIn partnership with eye tracking experts in Sweden, Lexis created the world’s first subconscious menu, an intuitive digital menu capable of knowing which pizza you wanted before you did, simply by watching where your eyes look when presented with a selection of delicious topping ingredientsAlongside a consumer friendly ‘how to’ video, vine content and expert opinion from consumer psychologist Dr Simon Moore, media were given hands-on demonstra-tions of the pioneering technology ahead of its announcement

IMPACTThrough media trial we secured strong national media coverage for the new menu in The Mirror, Sun, Metro and Express and through numerous social media channels. The real bonus is that the brand liked the idea so much it is being trialled in the USA as well

CONSUMER CAMPAIGN EXAMPLE: SUBCONSCIOUS MENU

EXPERIENCED AT HELPING BRANDS ENGAGE CUSTOMERSFor a number of brands and organisations we work hard to ensure their customers are regularly engaging with their brand. Our success is a result of a deep understanding of the brand, their audience and the category in which they operate.

ITV WORLD CUP GOAL FACEITV wanted to drive football fans to its social channels. Inspired by selfie- madness, Lexis created #goalface, a campaign asking fans to tweet their goal celebration selfies to @itvfootball during the matches. The campaign out-performed the BBC’s World Cup activity, with over 75,000 more followers, 80,000 website hits, and the #goalface hashtag was used almost 25,000 times during the tournament.

DIET COKE – FLIRT MACHINE In 2014, we’ve been celebrating 20 years of the Diet Coke Hunk. We recreated the Diet Coke garden from the ATL in central

London, got pulses racing with the Flirt Machine – Diet Coke’s first interactive vending machine – and have launched game-changing promotions with ASOS and Boots. Over 500 pieces of coverage achieved and OTS of 600 million+ (and still counting!)

HARLEY-DAVIDSON 110th ANNIVERSARYLast year we managed the media rela-tions around the 110th Anniversary of the brand in Rome. The culmination of the celebrations saw Pope Francis present-ed with a motorcycle and leather jacket before giving his blessing directly to the thousands of Harley riders and bikes that lined St Peter’s Square. It was a moment that captured the attention of media around the world. Delivering over 2 billion media impressions, the increased exposure saw sales increase in Q3 and Q4 of 2013, help-ing the brand achieve number two market share in Europe.

EXCEPTIONAL PRESS OFFICESKILLS

We pride ourselves on excellent, current media contacts across national, lifestyle and social media channels in the UK and internationally – supported by great idea generation and content creation that media want to share

• Editorial planning• ‘Real’ engagement with earned media• Journalists on the team

HOW DOES IT WORK

SOCIAL MEDIA RELATIONS

A team of digital specialists focusing on earned social impact. Working across all digital mediums, with a focus not just on pushing content out, but encouraging people to lead the conversations themselves.

Our aim is always to be able to answer the question: Why do people care? Why would people share? This is at the heart of everything we do. We understand that the authenticity in digital comes from real people, and no matter what you do, it will only work if people care, and share the conversation themselves

KINGSMILL SOCIAL REVAMPWhen Kingsmill couldn’t reach busymothers digitally, Lexis revamped their social channels to create a constantly increasing and engaged community. They increased organic reach fourfold, increased CTR by 60% and increased shares fivefold

TEFAL OPTIGRILL LAUNCHEarlier this year Tefal launched the Optigrill, a contact grill with pioneering technology set to rival even the biggest of competitors. Faced with an already crowded market, Tefal wanted to increase awareness of the Optigrill and drive conversation around the key product USPs. Lexis created a campaign to set Twitter talking through an organic influencer approach; the resulting campaign provoked an influx of shareable content and overshadowed George Foreman on social. • 201 pieces of influencer generated content• Reach of 1.9m• 25% more mentions than George Foreman over the last eight months• 21% positive brand sentiment vs. <1% for George Foreman• 341% increase in Twitter conversation about the Tefal Optigrill

COSTA & TANYA BURR

OBJECTIVEDrive members of Costa’s ‘younger’ target audience for Christmas into stores and encourage trial of the limited-edition Christmas menu.

APPROACHWe worked with influential ‘super blog-ger’ Tanya Burr to create a vlog post revealing Costa’s Christmas menu to her 2.5m YouTube subscribers. Within this video, Tanya invited her readers to ‘check out the description’ box for a specialtreat from Costa.

This ‘special treat’ was an exclusive, secret discount code - valid for one week only -

for fans of Tanya Burr. Tanya’s followers could visit any UK Costa store and say the code word ‘Costa Christmas’ at the till to receive any small Christmas beverage for just £2 (a saving of 50p, 95p or £1.05, depending on what drink was purchased).

RESULTS• Views: 571,988• Likes: 32,900 • Comments: 2,686 • 3,889 of Tanya’s fans visited Costa after watching the video and quoted the code word - this is the equivalent of £7,778 in sales (£2 per drink)

LET’STALK

CONTACTCatherine Miller

LEXIS75 Bermondsey StreetLondon SE1 3XF

T: 0207 9086411E: cmiller@lexisagency.comW: lexisagency.com