The Halal Guys is a halal fast-casual restaurant franchise that began as halal carts on the southeast and southwest corners of 53rd Street and Sixth Avenue in Manhattan, New York City. New locations, both food cart and storefront, are being added throughout New York and around the world.
ELMNTL was tasked with developing a campaign to help celebrate their 100th store opening. The Halal Guys wanted to generate excitement for the growing brand and to also gather user-generated content in the form of customer photos and quotes about their memories of The Halal Guys.
ELMNTL partnered with Flip.to to create a contest for fans of The Halal Guys to submit photos and quotes of their favorite memories with The Halal Guys. Those who submitted photos received a free platter on a return visit to The Halal Guys. They could then share their submission to social media in order to gather votes for their submission. ELMNTL also partnered with influencers in metropolitan areas that have a large presence of The Halal Guys restaurants. The influencers created content shared on social media and ELMNTL boosted the posts through paid social media advertising to increase the reach.