Concept project

FULINA — “Taste the Fire” Black Friday Food Campaign

Project overview

FULINA is a quick-service restaurant brand that sells crispy chicken combos, burgers and home-style rice platters. Its visual presence was inconsistent, and nothing it had felt urgent enough to make hungry customers order straight away. Ignixel Studio created a full multi-channel campaign for FULINA covering social feeds, web banners, digital ads and in-mall large-format print. Every piece is built around one idea: make the food look so good that scrolling past feels like a loss. The campaign has two lines. A Black Friday push uses bold, high-contrast creative to drive same-day orders. An always-on “Savor the Goodness” line keeps the brand top of mind after the sale ends.

Campaign objective

Turn attention into orders during the busiest shopping week of the year. The campaign aims to: -stop the scroll within the first second, with appetite-driven close-up food shots and human reactions -push immediate action, with a single, unmissable “Order Now” call to action on every asset -raise the average order value by promoting combo meals (chicken + fries + drink) instead of single items -build instant brand recognition, so the red FULINA mark reads the same on a phone screen, a website banner or a mall wall -extend Black Friday momentum into the Christmas season with a reusable visual system

Creative direction

“Crave on Sight” puts real moments of enjoyment front and centre: close-up food with visible texture, people mid-bite, and FULINA red paired with bold black for urgency. Every asset carries one message, one hero image and one clear “Order Now” action, so the campaign stops the scroll and turns hunger into immediate orders across social, web and print.

Gallery

The creative

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