London Bubble Company
London Bubble Company (LBC) introduced the globally popular bubble waffle concept to India, beginning with its first outlet in Juhu, Mumbai.
London Bubble Company
London Bubble Company (LBC) introduced the globally popular bubble waffle concept to India, beginning with its first outlet in Juhu, Mumbai. Alphabet Media led the brand’s launch strategy, ensuring high visibility and consumer engagement in a competitive dessert market. By leveraging social media, influencer marketing, and strategic pricing, LBC quickly became a favorite among Gen Z audiences. The campaign resulted in rapid brand growth, expanding to 52 outlets in just 19 months.
Background & Challenge
Bubble waffles, originating from Hong Kong’s street food scene, gained international popularity in the 2000s. While the concept was relatively new in India, the market for innovative desserts was growing. The challenge was to introduce LBC as a distinct brand in a saturated market dominated by established dessert chains. Alphabet Media needed to create immediate buzz, attract footfall, and establish LBC as a must-visit destination.
Strategy & Approach
Strategy & Approach:- Conducted in-depth market research to identify a unique selling proposition (USP).
- Focused on bubble waffle wraps as the hero product to simplify messaging.
- Designed an Instagram-first content strategy to appeal to Gen Z.
- Launched a Rs. 2 introductory offer to drive footfalls and social engagement.
- Partnered with influencers and celebrities, including Shilpa Shetty, to amplify brand awareness.
Execution
-
Launch Campaign & Pricing Strategy
- Created excitement with a limited-time Rs. 2 offer on bubble waffles.
- Announced the offer via an exclusive partnership with LBB to maximize reach.
- The result was a massive crowd gathered on launch day, creating organic virality.
-
Influencer & Celebrity Engagement
- Collaborated with local influencers and Bollywood personalities, including Anshula Kapoor, Dimple Janghiani, and RJ Archana.
- Secured a high-impact endorsement from Shilpa Shetty, who featured LBC in her Sunday Binge series, elevating brand credibility.
-
Community Engagement & Social Media Strategy
- Leveraged user-generated content, contests, and giveaways.
- Engaged with food bloggers and media to secure press coverage.
- Organized tasting events and local collaborations to build loyalty.
Results at a Glance
Press Impressions in Top Publications Including NDTV Good Times
High Engagement & Follower Growth on Instagram
Successful Expansion Across New Outlets
Expanded Presence in 19 Months Across India’s Dessert Market