ABSTRACT
This research aims to analyze how the creativity of Michello Grill & Dimsum menu and services is represented through promotional posters from a marketing communication perspective. Amidst intense competition in the culinary industry, Michello Grill & Dimsum utilizes product uniqueness and service experience as a differentiation strategy. However, the effectiveness of these values highly depends on how messages are visually constructed to attract consumers. The research method used is descriptive qualitative with a visual content analysis approach. Data were collected through observation of Michello Grill & Dimsum promotional posters, documentation, and literature review. The results indicate that menu creativity is dominantly communicated through product photography techniques that emphasize appetite appeal, while service creativity is represented through graphic elements and persuasive text that build consumer experience expectations. Overall, Michello Grill & Dimsum promotional posters have fulfilled the marketing communication function in building brand image, although there is still room for strengthening the message integration between physical service aspects and visual promises in the promotional media.