Paper + Spark appointed brand strategy and comms partner for Australian hospitality ‘powerhouse’
Paper + Spark has been appointed as the brand strategy and communications partner for Australian hospitality group, Al Aseel Restaurants and Food Services, Mumbrella can exclusively reveal.
Founded in 2002 with a single restaurant in Sydney and now synonymous with authentic Lebanese cuisine, the new partnership is hoped to be an exciting new chapter for Al Aseel.
Paper + Spark will develop the overarching brand strategy and creative direction for the restaurant brand in a bid to elevate awareness and affinity affinity for the Al Aseel Food Services business and its sub-brands. The agency’s remit spans and below-the-line advertising, digital and social marketing, public relations, and partnership activations.
“We are thrilled to have been chosen to work with Al Aseel on their next stage of growth,” Paper + Spark’s chief growth officer, Paul Everson, said.
“As business and communications partners, we look forward to working with the team to bring their vision and ambitions to life. This appointment is testament to our team’s dedication, creativity, and strategic expertise.
“And as a bonus, we are obsessed with Al Aseel’s food! If you haven’t tried it yet, do yourself a favour. You can thank me later.”
Anna Edwards, head of marketing at Al Aseel Group said because the business is on a growth trajectory, it needed a partner that supports its vision and can guide the team across business and communications strategies.
Paul Everson
“Paul and the Paper + Spark team have made a tremendous impact on our business in just a few short months. We are incredibly impressed by their strategic lens, creative firepower and can-do attitude, especially in our fast-paced hospitality industry,” Edwards said.
“They have developed a solid brand strategy for our next phase of growth that we look forward to unveiling in due course.”
The news comes only months after the Sydney-born agency landed three new clients in disability support provider CareChoice, insurance company Ansvar, and wealth advisory organisation Lineage Group.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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