The request from the client sounded like this: We need to keep the authenticity of the place. It has to be a family restaurant that conveys the atmosphere of Italy without pretentiousness, glitz, and standard media plans. The design code and tone of voice must be maintained and emphasize how the establishment differs from the competitors.
"Copy that!" — we said and got to work. We started by creating content in the right style while maintaining a home-like vibe. To do this, we invited models who could convey Little Italy's comfort, the taste you can try in the quiet downtown of Kharkiv.
Many visitors came to the restaurant precisely to try Leo Salvatore's dishes. However, since the owners of this business opened other projects with Leo's direct participation, it was physically impossible for him to spend all his time at Tartuffo. Therefore, in the second stage, we agreed to remove all the emphasis on the content from the chef. We greatly respect and love this famous chef, so we were happy to relieve a little attention to him in this way. Moreover, we did it smoothly and organically.
A separate large area of the restaurant's activity is events, both in the institution itself and outside — these are catering to equestrian clubs and other status events. Moreover, this part of the work required serious design support. There was also an update of the visual part of the account itself. It was not a rebranding, but we were able to breathe new life into the restaurant and refresh it. Furthermore, a separate offshoot of this area can be considered food photography because the whole world should see the beauty of these dishes with their unique presentation! We reviewed many references before finding a format that suited the owners and our art critics, and that was the basis for promoting this project.
With the appearance of Art Marks at Osteria il Tartuffo, the percentage of UGC content increased. The restaurant's customers started posting content more often, tagging the Instagram account, and using geotagging more willingly.
Much work was also done with influencers. To make everything feel natural and as natively as possible, we only offered collaborations to bloggers who were already frequent restaurant guests. These were live cooking sessions with famous Kharkiv citizens and photo and video reports from Influencers.
Targeting in this project acted only as an assistant in promoting the giveaways and as a tool to increase the reach of the publications. There were a variety of contests: giveaways of dishes, seasonal menus, romantic dinners, and even delivery of delicious Italian salmon and truffle cheese pizzas. A series of videos were also filmed in collaboration with "Imperator," a manufacturer of premium butter. In this video, chef Leo Salvatore prepared his masterpieces using this product and served them personally to visitors in the hall. The target advertising specialists only had to choose the right audience and quickly share this incredible video with Kharkiv's citizens.
Other cases
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Kinoshniki
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