FoodBrand Community Build

The Challenge

FoodBrand Inc. — a restaurant chain with 22 locations — had zero meaningful social media presence. Their accounts existed but were dormant, with sporadic posts of low-quality food photos receiving minimal engagement. They had no brand voice, no content strategy, and no community whatsoever.

The goal was ambitious: build a loyal, engaged online community from scratch that would drive repeat visits, word-of-mouth referrals, and measurable foot traffic to their locations — all without a significant paid advertising budget.

Our Strategy

• Brand Voice Development: Created a distinct, warm and witty social persona that reflected FoodBrand's values — fresh, local, community-first. Developed a full social style guide including tone, visual language, and content themes.
• Behind-the-Scenes Content: Made their chefs the stars. Weekly "kitchen diaries" Reels showing preparation, sourcing journeys, and team culture created authentic connection.
• UGC Campaigns: Launched monthly photo challenges with branded hashtags. Customer content reposts and shoutouts created a flywheel of community-generated content.
• Local Community Activation: Partnered with local food bloggers and community organisations. Hosted exclusive "followers-first" events that created FOMO-driving content.

The Results

From near-zero to 450,000 followers across platforms in 8 months. The 18% engagement rate is 9x the industry average. Brand mentions and UGC posts tripled, and restaurant reservations attributable to social increased by 65%.