Toronto Thai restaurant Salad King is celebrating its silver anniversary with its “25 Days of Salad King” campaign.
The multichannel campaign kicks off Aug. 24 with Salad King’s “hot rod” food truck, which will make stops at the CNE, Nathan Phillips Square and Richmond Hill Food Truck Fest, among others. The truck is operated in partnership with feasTO, and Salad King’s share of proceeds (up to $10,000) will be donated to Second Harvest.
The campaign also includes an online and in-store contest, “25 Days of Giveaways.” Customers can enter to win one of 25 prizes of Salad King for a year – 52 meals over 52 weeks.
In addition, “25 Days of Partnerships” will be celebrated with Salad King’s delivery partners, Foodora and Ritual. Both companies will donate $1 to Second Harvest on every Salad King order purchased during the 25 days. The campaign culminates with an anniversary gala event Sept. 22.
“Not many restaurants or businesses have a 25-year milestone, so we wanted to make sure we celebrated it in an appropriate way,” said Alan Liu, managing director of Salad King. “But, more importantly, everything about the campaign is saying thanks—saying thanks to the people who helped us get to our 25th anniversary, whether it’s our customers, our neighbours, or our staff.”
To thank neighbour Ryerson University, the Liu family introduced the Ernest and Linda Liu Ontario Graduate Scholarship this past April. The owners also extended the Salad King International Student Awards for another five years.
Also in April, the restaurant launched its “Citizens of Salad King” social media campaign, featuring stories about restaurant staff and customers on its Facebook, Twitter and Instagram pages.
Other digital efforts include a new logo design and a re-launched website with content incorporating anniversary design elements.
Salad King recently hired The Siren Group to handle media relations, event planning and management, content development, strategic planning and social media.
