Same Streets, Different Spice

Roti King partnered with Morley’s Chicken for Bossman Mamak, a four-day pop-up in Brixton Village running from April 9 to 12. The idea was simple: bring together Malaysian night market cooking and one of South London’s most recognisable fried chicken brands in a way that felt natural to both, while cross-pollinating audiences and introducing each brand to new communities. 

Roti King has built its reputation on no-frills Malaysian food with a loyal following, while Morley’s has been part of London’s street food culture for over 40 years. The collaboration leaned into this shared connection to community, using a short-run menu and a multichannel campaign to bring both brands together without overcomplicating the concept. 

The menu combined recognisable elements from each, from nasi goreng paired with Morley’s wings, to fried chicken infused with Roti King flavours, and the Sedap Wrap, a roti canai and fried chicken combination. It kept things accessible while offering something new, giving people a clear reason to show up during the limited run. 

With just four days to build momentum, activity focused on generating early impact through a teaser campaign and ensuring the right people were there from day one, including journalists and influencers. Press coverage, influencer activity and user-generated content worked together to amplify reach, capturing the reality of the pop-up as it unfolded, from queues and product to the atmosphere on the ground. 

The response was immediate. Over 4,000 people attended across the four days, with strong queues throughout the weekend. The campaign reached an audience of 12.2 million and generated 276,000 estimated views, alongside 16 pieces of press coverage and 33 pieces of influencer and user-generated content, driving visibility across both audiences in a short space of time. 

Bossman Mamak landed as something that felt right for London, familiar yet new, and shaped by the communities that define both brands.