Menu Promotion at Saxophone in Guangdong

Alaska sockeye salmon, snow crab, halibut, cod and pollock products were prominently displayed recently at five of the Saxophone Restaurant outlets in Guangzhou and surrounding cities. They were creatively used as main ingredients in menu sets specially devised for the Saxophone menu promotion. The event ran from January 20th to March 4th, 2009, while 3 advertisements/advertorials were placed in popular local newspapers to generate extra communication about the event to the potential customers while it occurred. With the middle class being the main target, Saxophone was an ideal target restaurant chain, especially as it had never used Alaska seafood before. With over 15MT of Alaska seafood used during the event, the promotion proved successful and effective for the outlets as the festival helped the chain achieve their highest record sales ever. Targeting relevant café chains is becoming a useful tool for Alaska seafood growth, something that ASMI China will be placing more emphasis on in the near future.

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