The British food may not enjoy a sparkling reputation, but the good-old fish & chips is no doubt an exception. The iconic British dish is loved not only by faithful locals but also enjoyed by millions of visitors. Poppies, a lovely chippy (as we call a fish & chips restaurant in the UK) named after its founder Pat 'Pop' Newland, who spent his entire life serving Londoners fish and chips, re-imagines the fun and guilty pleasure and wants to attract Chinese fish and chips lovers.

No better place to build up Poppies' unique retro brand than Chinese social media. Having recognized that Little Red Book, or RED for short, to be the new "social search engine for Chinese tourists" and acknowledging its immeasurable influence among Chinese students and expats community in London, we decided to build Poppies' brand there and connect with the Chinese foodies via content marketing and influencers. In just a few months, we tripled the posts talking about Poppies on Little Red Book. Now the award-winning chippy is winning over Chinese visitors' stomaches.