WHAT THE PHO: PHO TAKES ‘HANGOVER CURE
‘POP-UP ON THE ROAD FOR FRESHERS WEEK
This week, Vietnamese street food restaurant Pho brought back the ‘Pho-Fix’ – a one-stop, hangover-busting experience offering free food and freebies, this time exclusively for students
This week marks the return of Fresher’s Week, and Vietnamese street food restaurant, Pho, have taken their ‘Pho-Fix’ pop-up on the road, exclusively for students.
The activation, led by culture and comms agency The Fitting Room, took place during the start of Freshers Week, for students across central locations in Nottingham, Manchester and Liverpool, between 18th-20th September.
Students had the opportunity to claim a comforting bowl of Pho’s signature dish, to help alleviate those freshers-induced sore heads, as well as freebies and discounts on offer throughout the day.
Following the success of the ‘Pho-Fix’ last December, which saw The Fitting Room agency host over 1,000 visitors across the two day pop-up in Soho, this time Pho chose high-footfall areas for students across the 3-day activation, driving all-day queues, and tonnes of happy freshers.
The restaurants have simultaneously been running a limited-time student discount for those who dine in, where they can redeem 25% off their food bill until 31st October 2024 by showing their student ID.
Libby Andrews, Marketing Director at Pho said: “The Pho Fix is perfect for students – whether they are feeling rough from the night before or just in need of a delicious, healthy meal. We wanted to deliver directly to as many as possible during Freshers – so taking the pop-up on the road was an obvious choice. It made a huge impact and thousands of students got a taste of our food over the course of three days.”
Charlotte Mair, Managing Director of The Fitting Room agency said: “Pho is a brand in hospitality that just gets it. For nearly a year now we’ve been working with them to build a brand that sits at the intersection of dining and lifestyle. Looking through a lens of true cultural understanding surrounding their customers habits and wants. We’ve had such a great response to this student specific campaign.”
Vietnam’s national dish, Phở has been shown to have numerous health benefits from its base of twelve-hour bone broth, tonnes of fresh herbs and spices, plus the right balance of protein, carbohydrates and vegetables. According to Healthline these benefits include reducing inflammation, boosting the immune system and providing essential nutrients and minerals, contributing to pho being the ‘ultimate hangover food’.
The activation was led by The Fitting Room agency, including media and influencer relations, design and production.
