Creative agency Music is running an integrated marketing campaign for the first Manchester branch of Vietnamese street food restaurant Pho, opening in the Corn Exchange later this week.

In keeping with the restaurant's street food concept, the print advertising uses flyposting sites across Manchester to promote bold, typographical messages.

The launch campaign by the Manchester-based agency across also runs across print advertising, digital content and social media. The campaign plays on the fact that a lot of people in Manchester are not yet familiar with Pho – the restaurant, the dish, or even Vietnamese cuisine. They may not yet know what the dish is, where it's from, how it's made, or how to pronounce it, according to Music.

"We're really pleased that Pho chose Music to launch their Manchester restaurant," said Music creative director, Adam Rix. "The campaign really captures the passion behind Pho and the intoxicating effect of its food. It's a campaign of urban authenticity with bold graphics, a distinctive voice and a bit of madness.