December 6, 2021

Case Study: Busaba Cardiff

River and Bear is one of the top marketing agencies in Cardiff, which is why Busaba commissioned us to help launch their first Welsh establishment outside of London. With nine successful Thai restaurants across London, Busaba sought to kickstart it’s expansion into Wales and we certainly provided that. Our team at River and Bear have helped spread the Busaba word to Cardiff, hosting an incredible launch night with an exclusive guest list to build brand awareness! Wanna hear more about how we did? Keep reading..

Freshers Fair

Our team went to two university freshers’ fairs to help spread the Busaba word to the students of Cardiff. Starting in Cardiff Met, we set up our adorable stall with the Busaba spin the wheel, where students a had chance to win every time! It is as easy as it sounds; all students had to do is spin the wheel to win one of the four prizes available and redeem at Busaba Cardiff.
The prizes were prawn crackers, spring rolls, beer or soft drink and duck noodles! Trust me, having tried all these dishes it is a prize worth redeeming. A few students hadn’t heard of the brand so it was our job to introduce students to the Thai cuisine of Busaba, before you knew students were queuing to spin the wheel! Covid procedures were put in place to make sure everyone was safe.
Next stop was Cardiff University, which had an equally good turnout of students excited to win some freebies and get to know the brand. As well as the spin the wheel, we distributed 25% off leaflets for students from Sunday to Thursday. Students were delighted with this discount; who wouldn’t be? We left some students very happy that day.

Press Release

Our PR desk wrote and distributed a kick-ass press release to both local and national press to spread the word that Busaba was coming to town. This subsequently lead to multiple articles being published about the restaurants arrival to the Brewery Quarter, better known as chippy lane. A number of outlets wrote about Busaba arrival such as Wales 247, Wales Online, It’s On Cardiff and Wales Online.

Brand Activation

Together with Busaba we decided to go the extra mile by creating an exclusive guest list and inviting influencers, local businesses owners, press and local celebrities. Along with the traditional invitation (which matched the previously one save the date) our guests were surprised to receive a freshly made Thai green curry – chicken or vegetarian – with jasmine rice. Our team hand-delivered just over 50 of these delicious curries across Cardiff. Soon enough, the socials were flooded with people posting about their delicious invitation.

Street Activation

We not only took Busaba to the influencers and press, we brought a taste of Busaba to the people of Cardiff too! Our team stood outside the restaurant at it’s iconic location and handed out freshly made prawn crackers and a coaster offering a free drink when you come and enjoy a meal. A lot of people loved being able to have a taste with some even changing their dinner plans to give Busaba a try! We even had a few students post about us for an article they were writing.

Launch Event

What a launch night. Our guests were greeted with an incredible firebreather act at the door together with a beautiful balloon arch and flowers. Once checked in by our team, the guests were encouraged to get a free drink from the bar. This greeting went down a treat, showing people that this was no ordinary launch!
Once everyone had arrived, the evening featured an opening speech from the owners. Thai dancers performed and incredible tasters from the menu were handed out all evening. It was an incredible launch, if we do say so ourselves.
For the cherry on top, at the end of the evening we gave out flowers and 20% off their next visit to Busaba to all guests as a thank you for attending the event. I can confirm everyone loved being able to take home a flower. The social media channels of Cardiff were flooded with Busaba content with people requesting to come back and try more of the food. The social media of Busaba saw at least a 200 follower spike in that evening alone.


To finish off our time with Busaba, we contacted the businesses who were invited to the launch such the Wales Millennium Centre, Capital Radio and other agencies across Cardiff. All were contacted about receiving 20% off food Sunday to Thursday for a ‘Local Neighbourhood Offer’. This received great feedback as it was good to follow up with the guests to make sure they had a great evening and give them a reason to return.


We have received some incredible feedback from the launch’s exclusive guest list who can’t wait to go back to the restaurant and have some more delicious calamari! It has been incredible to work with the Busaba brand and the amazing management team, we cannot wait to work with them again in the future!


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