The partnership signals an exciting new growth chapter for the iconic restaurant brand.
Founded in 2002 with a single restaurant in Sydney, Al Aseel has firmly etched its name into Sydney’s rich culinary landscape, becoming synonymous with authentic and flavourful Lebanese cuisine. Traditional family-style feasting remains the signature drawcard across its rapidly expanding empire, which now boasts seven restaurant locations across Sydney, including the recently unveiled 300-seat venue at the impressive Accor Stadium.
Extending beyond its eponymous restaurants, Al Aseel Group encompasses a diverse portfolio of hospitality services, including catering and events. It also offers finger food, ready-to-prepare-at-home brand Mazati, which is available in over 400 supermarket locations.
Paper + Spark has been entrusted with developing the overarching brand strategy and creative direction to elevate awareness and affinity for the Al Aseel Food Services business and its sub-brands. The agency’s remit spans above and below-the-line advertising, digital and social marketing, public relations, and partnership activations.
Head of Marketing at Al Aseel Group Anna Edwards expressed enthusiasm for the partnership, stating, “We are a business on a huge growth trajectory, and we needed a partner that could support our vision and ambitions while guiding us across both business and communications strategies.”
“Paul and the Paper + Spark team have made a tremendous impact on our business in just a few short months. We are incredibly impressed by their strategic lens, creative firepower and can-do attitude, especially in our fast-paced hospitality industry,” she further stated.
“They have developed a solid brand strategy for our next phase of growth that we look forward to unveiling in due course.”
Chief Growth Officer of Paper + Spark Paul Everson added, “We are thrilled to have been chosen to work with Al Aseel on their next stage of growth. As business and communications partners, we look forward to working with the team to bring their vision and ambitions to life.
“This appointment is testament to our team’s dedication, creativity, and strategic expertise. And as a bonus, we are obsessed with Al Aseel’s food! If you haven’t tried it yet, do yourself a favour. You can thank me later.”
The partnership is already underway, with exciting brand initiatives and activations set to unfold in the coming months.
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Adrianne Saplagio is a Content Producer at Comms Room, where she combines her passion for storytelling with her expertise in multimedia content creation. With a keen eye for detail and a knack for engaging audiences, Adrianne has been instrumental in crafting compelling narratives that resonate across various digital platforms.
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