Melenzane
The flagship brand of the Sea-Zen group of restaurants, Melenzane is a contemporary casual Italian restaurant, offering classic favorites with a modern twist. It has been a beloved brand in Kuwait since it opened its first door in 2010.
zerad were hired for a one time event conceptualization and activation, for the opening of their newest and fifth branch in Kuwait City. The brief was to cater to the mixed local and expat residential clientele of Salmiya. We pitched a broad strategic approach, that among other elements included: collaboration with other top chefs of Kuwait to develop a collaborative dish, available only at the new branch during the opening, invitation of specific influencers that are beloved by the target audience, entertainment (which included a pizza acrobat, giant floor piano activation, and others), co-branding partner with a trending soft-serve ice cream brand which was a hyped category at that time, giveaways of their signature sauce in little jars, loyalty program with students from the neighboring university, and many, many more ideas. We agreed on a condensed selection of the key themes, and executed a very successful event!