Client Profile
Industry
Restaurant (Hospitality)
Business Focus
Quick Service Restaurant (QSA)
Target Market
Youth & Working Professionals
Campaign Duration
2-Day On-Ground Event
Project Overview – Manche Vs Momo
Around 2018, we conceptualized and executed a high-energy campaign for Dalle Restaurant titled “Manche Vs Momo.” The campaign was designed for a 2-day mall activation event at Labim Mall, Lalitpur.
The concept was simple yet powerful:
- Participants competed in a spicy momo eating challenge , where each contestant had to finish 10 plates of extremely hot and spicy momos. The fastest to finish would be declared the winner.
- We began promotions one month prior , leveraging social media to drive registrations. The response was overwhelming, with 500+ sign-ups, leading to a packed and energetic on-ground event.
- The activation stood out as the most crowded and engaging stall in the mall, featuring live hosting, judges, timers, crowd interaction, and a highly entertaining competitive format.
- Due to its success, the campaign evolved into a repeatable annual event, continued by the client for several years.
The Challenge
- Low brand differentiation in a crowded QSR market
- Need to attract youth attention in a mall environment full of distractions
- Limited event duration (only 2 days) to create impact
- Driving both online engagement and offline footfall simultaneously
- Creating a campaign that is memorable, shareable, and repeatable
- Managing crowd engagement and logistics during peak turnout
Our Approach
We designed the campaign as a high-engagement, experience-driven activation that blends digital hype with on-ground excitement.
The strategy focused on:
- Pre-event digital buzz creation to build anticipation and collect registrations
- Turning a simple food item (momo) into a competitive entertainment format
- Creating a spectator-friendly event, not just participant-focused
- Using live hosting, sound systems, and structured rounds to amplify energy
- Ensuring the campaign was highly shareable, both online and offline
The idea was not just to sell food, but to create a viral experience around the product, making Dalle synonymous with fun, spice, and challenge.
5-Phase Campaign Journey
Phase1: Awareness & Hype Creation
- Social media campaigns launched 1 month prior
- Creative posts and videos inviting participants
- Online registration system for easy sign-ups
- Built curiosity around “How spicy can you handle?”
Phase2: Registration & Engagement
- 500+ participants registered
- Continuous engagement through comments, shares, and tagging
- Audience encouraged to invite friends and challenge others
- Built a competitive and community-driven buzz
Phase3:Event Execution (Live Experience)
- 2-day high-energy event at Labim Mall
- Hosted with microphone, speakers, judges, and timers
- Structured rounds of competition
- Massive crowd gathering and live engagement
- Became the most active stall in the mall
Phase4:Selection & Recognition
- 20+ winners recognized
- 150+ participants served and engaged directly
- Winners celebrated publicly to boost visibility
- Created strong word-of-mouth and social proof
Phase5: Reflection & Reporting
- Post-event analysis of engagement and reach
- Massive boost in brand recall and social presence
- Content reused for future marketing
- Campaign model replicated by the client for future years
Performance Metrics
Outcome
The Manche Vs Momo transformed Dalle Restaurant from a regular QSR into an experience-driven brand. It successfully combined digital virality with physical engagement, resulting in massive reach, strong footfall, and long-term brand recall.