Double Chin Eats: Launching Sydney’s New Destination for Reimagined Asian Comfort Food

Client: Double Chin Eats (DCE)
Project: Australian Market Launch & Ongoing PR Strategy
Services: Public Relations, Media Strategy, Brand Positioning, Campaign Execution

The Challenge

Double Chin Eats (DCE) set out to introduce reimagined Asian comfort food to the Australian dining scene, combining handcrafted dim sum with creative, modern takes on traditional dishes. As a newcomer in Sydney’s competitive F&B market, the challenge was breaking through the noise, securing media recognition, and establishing brand credibility without a celebrity chef or prior reputation in the local food scene.

DCE’s flagship launch at World Square needed to make an impact—bringing in diners, generating buzz, and securing media attention. This required a fresh, strategic PR approach that went beyond standard opening announcements.

Our Approach

As DCE’s PR agency, The Atticism developed and executed a high-impact launch strategy designed to establish DCE as a must-visit destination in Sydney.

✔ World Square Grand Opening Campaign

• To launch with impact, we secured a viral collaboration with Gelato Messina, creating the Messi-Chin Gelato Bao—a unique fusion dessert designed to grab media attention and drive foot traffic.
• The launch positioned DCE as an innovative, playful, and high-quality dining experience, immediately setting it apart from competitors.

✔ Comprehensive Media & Brand Strategy

• Brand Positioning: Elevating DCE as a serious player in Sydney’s food scene—combining tradition with bold, modern twists.
• High-Profile Media Coverage: Securing features in Urban List, TimeOut, Eat Drink Play, and more, ensuring visibility from the moment of launch.
• Long-Term Narrative Building: Moving beyond “just another opening” and shaping consistent media conversations about DCE’s quality, craftsmanship, and expertise.

✔ Chinese New Year 2025: Seasonal Campaigns

• Year of the Snake Bun & Prosperity Toss (Yu Sheng) campaign, securing attention for DCE’s festive offerings.
• Key media placements to reinforce brand trust and keep DCE top of mind during major dining moments.

✔ Media Engagement & Trust-Building

• Uber Eats Media Drops: Delivering curated DCE dining experiences to journalists, allowing them to taste the quality firsthand—an essential step in overcoming the “new brand” barrier.
• Ongoing Storytelling & Pitching: Shifting away from short-term promotions and positioning DCE as an authority in Asian comfort food, ensuring sustained media interest beyond the launch.

The Result

Since its launch, DCE has secured a strong foothold in Sydney’s dining scene, drawing media recognition, consumer curiosity, and a loyal following. By blending creativity with PR strategy, The Atticism ensured that DCE’s opening wasn’t just a momentary splash, but the start of a long-term brand-building journey.

Moving forward, we continue to work with DCE to refine their positioning, secure consistent media coverage, and ensure they remain a go-to name in Sydney’s modern Asian dining landscape.