From the Chef’s Table:
Culinary Creativity at Folio Boston

Objective
Promote the launch of a new seasonal menu by spotlighting our chef’s creative process and building a deeper connection between the brand and its audience.

Strategy Highlights

• Storytelling Focus: Framed the reel as a candid conversation with the chef, exploring inspiration, ingredients, and preparation of the seasonal dish.

• Visual Appeal: Used close-up, high-quality footage to showcase both the dish and the chef’s enthusiasm.

• Seasonal Tie-In: Linked the menu item to current seasonal flavors and aesthetics for timely resonance.

Execution

• Developed short-form vertical video optimized for Instagram Reels.

• Paired visuals with natural, unscripted chef dialogue to enhance authenticity and relatability.

Distribution & Use

• Published on Instagram Reels with strategic timing to align with seasonal dining trends.

• Repurposed as part of an email campaign and featured on the restaurant’s seasonal landing page.

Results & Impact

• Audience Engagement: Exceeded typical engagement benchmarks with increased views, likes, and comments compared to other content on the account.

• Customer Conversion: Drove reservations and post shares; sparked word-of-mouth interest.

• Brand Connection: Strengthened audience loyalty by putting a human face to the brand—showcasing the creativity and passion behind the scenes.