SMYTH
SMYTH
OBJECTIVE
The primary objective of this campaign was to significantly boost user engagement on Smyth’s social media platforms, positioning it not only as an acclaimed three-MICHELIN-starred restaurant but also as an influential resource within the culinary community.
STRATEGY
PRODUCT, PROCESS, PLATE.
Our strategy centered on fostering deeper connections with our audience by shifting from simply showcasing finished dishes to a more immersive storytelling approach. By unveiling the journey of a dish—from its origin as a product, through the processes behind its preparation, to its final plate—we invited followers to experience Smyth’s craftsmanship on a new level.
TACTICS
Story Gathering Collaboration with chefs to identify key products and dishes for each shoot.
Quarterly Photo & Video Shoots Executing high-quality content creation sessions focused on featured dishes and purveyors. Each cycle spotlights a distinct purveyor. Our content shoots captured three dishes via photo and video, focusing on the product, its preparation and the final presentation.
Purveyor Outreach Coordinating with purveyors to facilitate joint collaboration posts across social media platforms.
Content Calendar Development Strategizing and mapping out a content calendar that aligns with the campaign concept.
The sequence unfolded as follows: the first post showcased the purveyor and the product, the second (typically a Reel) highlighted the preparation process and the third presented the final plated dish.
RESULTS
PRODUCT, PROCESS, PLATE,
PRODUCT, PROCESS, PLATE,
SMYTH GRAIN SERIES
The Smyth team wanted to spotlight their work with house-sprouted and fermented grains, so we planned a social media series that explored the process, context, and the many ways these grains appear in dishes. T
To bring it to life, I created a pre-production document and led a photo and video shoot to capture the story in action, which led to great success across social media.