This summer, Vietnamese restaurant group Pho is rolling out Club Collagen – a one-off luxe-wellness day party series. Developed by independent global culture and communications agency The Fitting Room, the activation is the latest evolution of Pho’s ‘Fuelled by Pho’ summer campaign.
Following successful brand moments including the Pho Fix Tour and the world’s first ever bone broth billboard, Fuelled by Pho continues to position the brand at the intersection of wellness, food, and culture – highlighting Pho’s 12-hour slow-cooked bone broth as its hero health product, described as “liquid gold” by health expert and Pho partner Dr Alex George.
Club Collagen merges bottle shows, DJ sets, and elevated wellness for a daytime experience like no other, celebrating nourishment as the foundation of self-care. Guests can expect a live DJ, bone-broth collagen shots, TRIP vitamin ‘pick & mix’ stands, and a complimentary fresh juice bar as well as food vouchers for their next visit.
The events will take place at Pho restaurants in Newcastle (Saturday 16 August) and Liverpool (Sunday 17 August), engaging Gen Z and Millennial consumers through bold experiential storytelling rooted in Pho’s wellness positioning.
At the heart of the campaign is a strategic talent partnership with Geordie TV personality Vicky Pattison, who joins to reflect the brand’s bold new direction and tap into a shared shift toward conscious hedonism. This follows Pho’s recent collaboration with health expert, presenter, best-selling author, and mental health advocate Dr. Alex George.
Vicky Pattison told her followers: “Back in the day it was shots at the bar… now it’s bone broth and early nights. And honestly? I’m not mad about it. Luckily, Pho has me covered with their bone broth. It’s collagen-boosting, gut-loving and totally hangover-free.”
Libby Andrews, Marketing Director at Pho, said: “Wellness has always been at the heart of what we do, with bone broth as the cornerstone of our menu for over twenty years. Club Collagen perfectly captures the energy of the hottest new clubbing trend – daytime raves – and brings our nourishing broth right into the vibrant nightlife culture of Newcastle and Liverpool, where self-care truly meets a good time. This campaign has been a fantastic collaboration with TFR, whose creativity and partnership have helped us transform an ambitious idea into an immersive experience that connects with people in a fresh, exciting way.”
Melissa Antoniou, Head of PR, Talent & Partnerships, said: “The ‘Fuelled by Pho’ campaign has been all about bringing wellness to life in unexpected, culturally exciting ways. From Dr. Alex George’s educational deep dive into bone broth, to Vicky Pattison’s empowering Reformed Party Girl era, and now Club Collagen’s Ibiza-style daytime raves, we’ve shown how we bring culture to life in ways that truly connect with people. It’s been incredible to take this from vision board to reality – seeing our ideas evolve from early concepts to real-world experiences and results has been nothing short of amazing.”
