Brand Promotion for a House Specialty Restaurant

'A foody, a culture vulture, and a bit of a snob'

Brand promotion for a high cuisine restaurant

EM is a restaurant in an old Saint-Petersburg apartment located in a historic spot of the Moika River Embankment.

It is one of the few world's restaurants proud to use an English cast iron stove AGA.

OBJECTIVES

PROMOTION
Promote EM in social media, boost the reservations
01
CONTENT CREATION
Create unique photo, video & written content for a high cuisine restaurant
02
WEBSITE DEVELOPMENT
Online reservations and gift certificate sales
03
COMPREHENSIVE APPROACH
Full-cycle SMM management, from strategy and content plan to posting, promotion, and analytics
04

Video presentation for the new set menu

Tone of voice: A foody, a culture vulture, and a bit of a snob

Create an original copyright primarily focused on the high cuisine aesthetics. Focus on a premium, highly educated audience (average check RUB 7,000).

Texts should emphasize the unique nature of ingredients, the Chef's mastery, and dinner experiences for potential customers.

Writing samples:

Tastes making up lines. Lines making up rhymes. Each dish on the new set menu reveals the poetry of high cuisine.

The introduction is maritime themed. A juicy oyster leaf filled with feijoa cream and fresh persimmon. Tartar from anadara of the Russian Far East Coast, followed by an almost silk-like pickled sig to highlight the fine turnip.

Delicate foie gras, roasted beef cheeks, and black cod that melts on your tongue compete in the subtlety of taste. Black truffle, spruce cream, onion ice cream — even fermented rutabaga gets a special flair.

The dessert resembling a jewelry box completes the main part of your dinner, with the gold of melon and buttermilk pearls sprinkled on the red velvet of pumpkin.

August has burned out. As it ran away, it dropped the poignant pearls of lingonberry.

The coppery glitter of dishes, the nitrogen fog, the heat of the hot furnace, and the ringing sounds of knives and appliances.

Open kitchen is like an alchemist's shop: its method is transformation and combination, and its task is to search for and create new extracts of taste.

Writing samples

Unique photo content

Monthly photo and videoshoots. The Ingredients series, inspired by a set menu from EM's Chef Olesia Drobot, can serve as a great example.

Each photo reflects on the main chords of a dish.

The balance of taste. Purple potatoes, caviar, and oyster leaf are the key ingredients of the amuse bouche that opens a set dinner.

Kohlrabi and watermelon radish. Juicy like summer and crispy like winter, they open up in a dish.

Olesia bakes purple carrots in the AGA stove, and prepares a pesto from parsnip to make these roots the perfect accompaniment to mussels in Béchamel sauce.

Online sales

We created a multilingual website with online reservations and an option to order a gift certificate with delivery

Set up and optimize targeted ads
on Instagram and Facebook

Instagram/Facebook

Restaurant website

Online reservations and certificate sales

Results

Increase in Instagram reservations of up to 30% of all reservations in three months.

RUB 11.08
_______________________
CPC

1.59%
_______________________
CTR (Click Through Rate) means ad performance.
Number of ad clicks divided by number of impressions.

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