
Comedian Lizzy Hoo’s Melbourne “restaurant” has officially closed, mostly because it was never actually a restaurant.
On July 28, 362 Little Collins Street was revealed as a CP Authentic Asia pop-up, ending weeks of speculation that the comedian and self-confessed noodle enthusiast was making a move into hospitality.
The stunt pulled hundreds of people through the doors, with close to 1,000 samples served across the activation. It also managed to convince fans, media and radio hosts that Hoo might genuinely be opening a restaurant.
The reveal capped off a campaign that put Hoo on national radio, including Will & Woody on July 22 and The Joel Creasey Show on July 27, with Carrie & Tommy still to come on July 30.
Andrew Turner, Director at Charoen Pokphand Foods Australia, said the response to the activation reflected what the brand set out to prove.
“Hundreds of people turned up expecting a restaurant that didn’t exist, and left knowing exactly which aisle to find us in at Woolworths and Costco; that’s exactly the kind of attention we wanted on this range,” said Turner.
“We gave away nearly 1,000 samples in a single afternoon, which tells you people are genuinely hungry for better options in the freezer aisle.”
At the pop-up, guests sampled three products from the CP Authentic Asia range, all available now at Woolworths stores nationwide and at Costco.
CP Authentic Asia Prawn Wonton Soup Ramen & Asian Veg
CP Authentic Asia Prawn Wonton Tom Kha Soup Ramen & Asian Veg
CP Authentic Asia Thai Spicy Prawn Wonton Kee Mao Noodles
The range sits around $7 a bowl and is built around the campaign platform “Ditch The Passport, your shortcut to authentic Asian flavour,” positioning the freezer aisle as the shortcut for restaurant-style Asian meals at home.
“We wanted to create something that sits in the sweet spot between instant noodles, dumplings and takeaway,” said Turner.
“Lizzy’s stunt got people questioning what was real. Now we’re hoping it gets them into the freezer aisle to see for themselves.”
For anyone who missed the Little Collins Street queue, the CP Authentic Asia range is available now at Woolworths and Costco nationwide.
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