We gave an excellent kitchen the voice it already had at the table
A cinema-grade commercial, a real Latino voice, and campaigns that only talked to the people who could walk through the door that same night.
The challenge
A restaurant with an excellent kitchen and a half-empty dining room on weekends. The food already won over anyone who came in; the trouble was that almost nobody found it in time. Its social presence looked like every other spot in town, missing the voice and the flavor you felt at the table. Saturday night would come around and the reservations never filled the room.
What we did
- 01
A commercial shot on the FX3
We shot a commercial on the FX3 with a real cinema look: the steam off the plate, hands working in the kitchen, the table set. Not a food ad, but the urge to be there. A piece that finally made the restaurant look as good as it tastes.
- 02
Social content with an authentic Latino voice
We built social content around the place's real Latino voice, in its own language and tone. Nothing generic, nothing forced through a translation. The feed stopped reading like a menu and started sounding like an invitation from someone who knows the neighborhood.
- 03
Geo-targeted campaigns on Instagram and TikTok
We pushed the commercial and the content onto Instagram and TikTok with geo-targeted campaigns: we only talked to people who were close by and hungry for weekend plans. Not a dollar spent on anyone who was never going to walk through the door.
The result
The restaurant ended up with a presence that looks like its food: a commercial that makes you hungry, social content with a voice of its own, and campaigns that only speak to people nearby and up for a plan. The same kitchen as always, now seen by the right people.