Crepe de Chine Intentionally Creates Bad Translations for its Menu
Laura McQuarrie — March 18, 2015 — Marketing
References: restamanagement.ru & creativeguerrillamarketing
There are entire websites dedicated to bad translations between languages that's seen on signs around the world. Although these are typically not intentional, Crepe de Chine, an Asian restaurant in Russia wanted to borrow this idea in order to show its authenticity.
By translating its traditional Asian menu, the restaurant was left with cryptic dish descriptions like "Grilled fans with meat" and "Own identity sticky wool." Paired with pictures, it was still understandable what the dishes were, but the Found in Translation campaign brought humor to its authentic Asian fare. As a result, the campaign from Crepe de Chine was a huge hit with diners, who were quick to share the outrageous meal names on social media.
By translating its traditional Asian menu, the restaurant was left with cryptic dish descriptions like "Grilled fans with meat" and "Own identity sticky wool." Paired with pictures, it was still understandable what the dishes were, but the Found in Translation campaign brought humor to its authentic Asian fare. As a result, the campaign from Crepe de Chine was a huge hit with diners, who were quick to share the outrageous meal names on social media.
Trend Themes
1. Intentionally Bad Translations - Businesses intentionally using bad translations to create authenticity and humor in their marketing campaigns.
2. Found in Translation Campaigns - Marketing campaigns that intentionally use bad translations to create memorable and shareable content on social media.
3. Humorous Menu Descriptions - Restaurants using humor in their menu descriptions to make their menu items memorable and encourage social media sharing.
Industry Implications
1. Marketing - Marketing agencies could use intentionally bad translations to create memorable campaigns for their clients in various industries.
2. Hospitality - Hotels and resorts could use humorous translations on their menus and signage to stand out and create memorable experiences for guests.
3. Food and Beverage - Restaurants could use humorous translations to make their menu items and brand memorable, encouraging repeat business and social media sharing.
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