Resorts World Genting has introduced a new campaign titled “Fusion Flavors Meet K-Drama Vibes” with dentsu Malaysia to mark the return of Burger & Lobster.
Dentsu Malaysia shared the following look at their campaign:
Since its arrival in 2016, Burger & Lobster quickly became a name associated with destination dining but buzz dimmed post-pandemic. As RWG remained a beacon where leisure, travel, and culture converge, it embraced an opportunity to script its next chapter with the F&B icon, one designed to capture new audiences, ignite conversations, and reaffirm the destination as a hotpot built for cravings and connection.
The campaign leaned into “crave culture”, going beyond menus to craft moments where food is the theatre. While chefs served lobsters, dentsu Malaysia built a multi-layered media strategy, tapping into the rising influence of K-culture that Malaysians love, and digital-first experiences to transform appetite into anticipation, regaining attention, driving traffic, and repositioning the brand as a hub for food lovers:
- Tease & Tempt: Cinematic short-form reels captured the drama of indulgence, with molten pours, sizzling plates and visual moments designed to stir desire
- Dominate & Drive: Partnerships with food publishers (KL Foodie, Rojak Daily), and K-culture influecer, Tara Choi, and travel content creators, who carried the tale into every corner of the digital crowd
- Always-On Integration: Branded storytelling amplified across OOH at SkyAvenue and GHPO cable car stations, created real-life moments that turned everyday journeys into touchpoints of intrigue
- Promotions with Urgency: A sizzling -60% launch offer, timed with publisher pushes, that pulled audiences from screen to seats.
Spencer Lee, Executive Vice President – Sales, Marketing and Public Relations, Resorts World Genting, commented, “Just like a great K-drama, Burger & Lobster’s return is filled with anticipation, surprise, and flavour. That was our inspiration in bringing it back into the spotlight, creating an experience that is as binge-worthy as it is delicious, reaffirming Resorts World Genting as the destination where culture, flavour and entertainment come together.”
Gillian Chan-Lowe, Director, Client Leadership, Dentsu Media Malaysia, commented, “Working with RWG was like writing a hit drama side by side, with a finale that leaves the audience already waiting for the next season.”
