A bold response in unprecedented times.
Picture this. It’s the summer of 2015 in Greece. You are a Co-Founder / Marketing & Brand Manager, and you have just signed with a prominent food group with multiple city and seaside restaurants. Summer is approaching, the weather is getting warmer, and you’re preparing for the high season full launch. Suddenly, the Greek government negotiations with IMF go south, capital controls are in place and banks close.
Year: 2015Client: Food Pro GroupIndustry: Food ServiceThe restaurant and other seasonal industries are left hanging, facing an uncertain future, and the people are shocked. Instead of watching from the sidelines, I knew that as an agency seeing every client as a long-term partner, we had to take action.
THE ASK
It is June 2015, the beginning of the summer season, the group’s major brand is a seaside beach bar and restaurant, and the banks are closed. Need to say anything more?
THE ANSWER
In times of crisis, people crave something they can feel, not just something they can buy.
While most of the brands were retreating, we embraced the challenge. Rather than going quiet, I saw a unique opportunity to stand out by addressing the emotional needs of the public. People were looking for relief and positivity, and our organic content could be the light they needed in the dark.
THE APPROACH
We stayed active on all digital channels, but with a crucial shift in tone. Instead of business-as-usual messaging, I crafted organic content that connected emotionally, focusing on positivity, community, and the warmth of food.
From heartwarming copy to uplifting imagery, the content resonated deeply with the audience, providing them with the comfort they craved during a difficult time.
THE IMPACT
The organic content produced drove a massive spike in user interaction driving an engagement increase of up to 200%, proving that emotional resonance outweighed traditional promotional content.
Despite the economic crisis, the adopted strategy resulted in a significant increase in visits to FoodPro's food joints, directly counteracting the negative effects of the crisis.
Work completed as part of my role at Weeroot agency.