By Benji Chapman, Music Editor
On the tenth of April, Oowee proudly announced an official partnership with the ever-encroaching Love Saves The Day festival at their North Street store in Bedminster, to support the launch of the new co-created menu.
Headlined by a combination of sweltering buffalo hot sauce and a tangy blue cheese dip, the flavourful pairing marks an exciting instance of the local brand's capability for inventive marketing techniques beyond conventional social media-heavy methods for students.
You may have come across Oowee (or its vegan counterpart Voowee) and its well-established brand before events like these in the same way I first did; with the distinct aroma of its deep-fried delights when first visiting the city before moving here for university.
As well as its unquestionably tasty products, however, the restaurant and its in-house advertising team have had their work cut out recently following a series of brand activations and provocative posters that have been placed around Bristol.
One particularly notable outtake from their recent out of house campaign saw the chain dub their food 'Hotter Than a Turbo Island Bonfire', in a poster that depicted a pile of loaded chilli fries situated above the titular location, well-known as a site for the mass-burning of cardboard, scrap metal, and rubbish on Gloucester Road.
The plot of land the poster was placed above and references is predominantly used as a community space for homeless people, itself controversial for its suggested role in inciting antisocial behaviour, while others see the space as a home for gatherings that ought to be protected.
An accompanying caveat in the bilboard's announcing Instagram post that the company 'have no actual involvement or accept any responsibility for any of the activity that may occur on turbo island', has nonetheless seemed to protect the brand from wider controversey.
Whether you think the poster was insensitive, genius, or simply a well-placed gag, its returns on social media which dwarf that of the restaurant's other posts are perhaps more evidence than needed to indicate its commercial returns.
Between the bustling local food and music scene, the strong connection between these two halves of Bristol's cultural offerings has been a recurring method of brand communications in the city that seeks to boost clout while enforcing a niche 'hip' status.
Previous partnerships with local institutions like Noods Radio, Bosse Finesse, and now Love Saves The Day only further prove how the chain is one of many in Bristol who have successfully placed itself alongside Bristol's already eclectic music scene to boost its reputation.
Since first opening in 2016 as a pudding shop out the back of the Pipe & Slippers pub on Cheltenham Road, the restaurant has increasingly embedded itself in the thriving music scene as it has expanded: it's the go-to of many a student returning from a gig or club night in the hopes of preventing a hangover the next day.
In the next chapter for the business, the company seem to be attempting to emphasise this connection stronger than ever with their announced partnership with Love Saves The Day for the new 'Buffalo Blue Cheese' menu.
Boasting DJ sets from five local DJ acts including A For Alpha, Bad B!tch Dubz, and Dr Dubplate, the quintet of artists and collectives were all in high spirits as they took control of the dancefloor full of ravers fuelled by the new menu.
Next to the packed DJ room and lively kitchen was also a 'spin the wheel' section for a series of winnable prizes, from free burgers to weekend tickets to the popular electronic music festival behind the partnership.
With a six-hour slew of back-to-back and bass heavy tracks in the 140 BPM range, it would have been difficult to sustain myself for the entire set were it not for the provided spread of new items like loaded fries, wings, and burgers, all washed down with a signature 'Delicious Drop' lager that was created for the restaurant in November 2024.
Accompanied by an equally tantalising vegan option, the menu is versatile for veggie or veggie-curious diners, while I can personally attest to the overall fittingness of the food for the setting of a party or festival too.
Following the announcement of this major partnership, the question is therefore raised whether a continued series of collaborations between the chain and festival will be coming soon.
While the chain's various burgers and fries were absent from last year's instalment of the festival, perhaps this new menu suggests that attendees of 2025's Love Saves The Day can expect to find Oowee's deep-fried goodies between the many food stalls and performer stages of Ashton Court.
DJ led brand activations may be a tried and tested advertising method in Bristol and its rave-keen citizens, however this instance from Oowee is especially noteworthy for its more significant and direct connection to the staple festival that supersedes previous efforts in its scale.
Featured Image: Benji ChapmanHave you tried the new menu?
