News

Kebab chain seeks to ditch image of ‘refuge for drunks’ with new agency hires

Kebab chain Ali Baba has hired new agencies as it looks to change  the category’s image problem, which includes being seen as a late night refuge for drunken people.

PR agency Horizon Communications and brand agency Channelzero have been brought in after a competitive pitch to broaden the brand’s appeal to families through a brand revamp and a hike in marketing spend.

This may even include a name change.

A  spokesperson for the family-run Lebanese chain said the brand wanted to push the chain’s fresh food credentials, reach a broader section of Australians and help the company expand from suburban food courts to high street metropolitan areas.

Ali Baba currently operates 43 restaurants across the country.

A spokesperson said: “The brand has huge potential, but is a little tired. We want to not only be a Lebanese kebab chain targeting Lebanese people. We want to target the rest of Australia with a fresh proposition with a healthy food focus.”

“We also want to move on from the image the category suffers from – that it is a late night refuge for drunken people.”

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