Yeti
India's home of Himalayan food, given a distinct voice and two new channels for dine-in and delivery.
The brief
Yeti The Himalayan Kitchen is one of India's best-known names for Nepali, Tibetan and Bhutanese food, in a crowded, fast-moving restaurant market.
The brief was a distinctive content strategy and calendar to relaunch dine-in and delivery as restrictions eased, and to own the category as the most recallable name for authentic mountain food.
The approach
We anchored the feed on food pillars, the cuisine, ingredients, craft, chef and story, then added culture pillars: Himalayan folklore, music and mountaineering, so the feed sells an experience, not just dishes.
Two purpose-built channels split the job, yetiexperiences for dine-in and yetidelivers for delivery, each with its own calendar, campaigns and hashtags, in a voice that is smart, playful and a little cheeky.
The work
A full content strategy deck with market overview, USPs and a competitor audit, plus a month-long calendar of post-by-post copy across both channels.
A bank of launch campaigns and original hashtags, an Instagram filter concept, an influencer shortlist, and story formats from trivia to polls.
Snapshots of the work
Our methods are as simple as the people of the mountains we love. And our flavours as mysterious as the landscape.