Launching a world-famous restaurant within the London foodie scene
The Challenge
Taiwanese restaurant Din Tai Fung were launching their first restaurant in London in December 2018.
With this being their first foray into the European market, they needed a social and content strategy that would resonate both within the London foodie scene and beyond.
The Insight
With food photography on Instagram, it’s the imperfection that gets engagement.
The splashes, blobs, and drips are the elements that add interest and movement that stop people from scrolling further. In order to align the award-winning brand with British dining culture, we needed to create social-first content that stood out on the feed.
The Solution
Shooting dishes in-restaurant as they are served, we took the authenticity of their flavours direct to feed.
Encouraging the brand to push their boundaries, our content got increasingly saucier – both in the dishes and their tone of voice. Giving the brand a voice that resonated within the London dining scene, their Instagram account continued to outperform their competitors in growth and engagement.
