The founder of collapsed Vietnamese street food chain, MissChu, and its administrators are turning to social media in an effort to keep the Sydney operations of the business from being placed in liquidation.

MissChu, which was founded by Nahji Chu and began as a catering business in 2007, was placed in voluntary administration last month after the business collapsed under $4 million in debts.

Earlier this  month, six MissChu branded tuck shops in Sydney and a commercial kitchen were put up for sale by administrators, KordaMentha, as well the international licence of the business following the closure of its only international store in London, which first opened in 2013.

Now, the business has launched a new social media campaign, with MissChu stating “the introduction of a social media outreach campaign may be what stands between the business staying open or closing in Sydney”.

Using the hashtag #weneedchu along with a social CTA of “Nothing’s changed, we’re still here”,  the campaign will aims to “reinvigorate nostalgia towards the brand encouraging old and new customer to socially share why they love MissChu’s”.

The campaign will run for two weeks across of the MissChu social media channels and will also look to feature several staff members.

Daniel Christos, technical director and partner of creative technology firm, Cypha, says brands need to start embracing content marketing as an alternative to more traditional PPC types of campaigns”.

“The #weneedchu campaign is a great example of branded storytelling which we feel will resonate strongly with new and existing misschu fan,” Christos said.