RTG Holdings has appointed Ruder Finn Asia to manage strategic communications for new bubble tea beverage chain LiHO. A pitch for the account was held in April this year and work for RTG rolled out in May, when Ruder Finn assisted the company with LiHO's launch.
According to the press statement, Ruder Finn helped the new bubble tea beverage chain "establish a firm presence" in Singapore in less than two months. LiHO, which means "How are you?" in Hokkien, a Chinese dialect, believes a simple "Li Ho!" greeting over a cup of tea can help bond people across all walks of life, despite cultural and language differences.
“The team delivered beyond expectations during the first few weeks of our launch. LiHo was the talk of town in Singapore among bubble tea fans, social, online and mainstream media. We had to replenish our ingredients to meet the unexpected demand from our fans, who have embraced LiHO and its new drinks menu," Rodney Tang, MD, RTG Holdings, said.
"Going forward, Ruder Finn’s task is to continue to manage an ongoing strategic communications program for LiHO, to become the leading brand in its industry, as well as for future overseas expansion and franchise plans," Tang added.
“Teamwork and great partnership are important in any client relationship. We worked hard, and so did the LiHO team. Having raised the bar during the launch, we need to ensure that we continue to build on the momentum to build LiHO into a well-known household brand that everyone can be proud of,” Yu Poh Leng, senior VP, Ruder Finn Asia, said.
As of June 2017, LiHO has over 80 outlets to its name and its the largest bubble tea beverage chain in Singapore. It is best known for it's Cheese Tea, a locally-designed flavour.