Case Studies

November 21st, 2012

Restaurants and Food Shops Put Content on the Menu

Businesses in the food industry are cooking up some alluring content.

Restaurants and eateries present an array of content marketing opportunities: cooking videos, recipes posts, food photos, and blogs. Here are some restaurants that have done an exceptional job creating their own content.

Chipotle

Chipotle’s content won the first-place Cannes Lions award in the Branded Content and Entertainment category earlier this year.

It came up with a campaign, “Cultivate,” and put out an animated short film called “Back To The Start” about the food business.

According to the Cannes website, it “depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the error of his ways and opting for a more sustainable future.” The film was released on YouTube, then screened in over 10,000 movie theaters across America, and shown on television.

It was an overwhelming success: “In only 9 days, the film had 5,071 relevant mentions across blogs, Twitter, news, forums, Facebook and earned 11,024,870 impressions via Twitter alone.”

There were other videos associated with the campaign, like “Tall Grass Prairie” and the “Back To The Start” behind the scenes piece.

On Chipotle’s site, there are facts about the food at their restaurants, along with company history in pictures, and a music player of the artists currently in rotation in their restaurants. Transparency is obviously a key factor in the restaurant’s content campaigns.

Robicelli’s

New York City eateries are embracing content marketing. Take Robicelli’s, a Downtown Brooklyn wholesaler that makes cupcakes, brownies, whoopie pies and other treats. The owners,

Allison and Matt Robicelli, have appeared on The Today Show, The Gayle King Show, and Good Afternoon America, so there’s no question that their delicious efforts have gotten them in the public eye.

The centerpiece of Robicelli’s content creation is its Tumblr, which is updated multiple times per week with content related to its business and the food business in general.

There are high quality photos of its desserts, information on what’s going on with its orders, and news about other food establishments. Alison also posted personal photos, giving a thumbs up to fans of her company after it surpassed 2,5000 followers on Twitter and a whopping 30,000 followers on Tumblr.

Need to know when Robicelli’s is making certain cupcakes? The Tumblr also contains a comprehensive cupcake schedule.

Murray’s Cheese

Another New York City food company doing big things online is Murray’s Cheese, which focuses on writing and images in its content marketing campaigns.

For all things cheese, fans of the food can check out the company’s blog, which contains information about it, as well as recipes and suggestions for cheeses on certain occasions.

It also has a Tumblr, which includes a mix of curated and self-made content. It encourages fans to ask questions, and on the Tumblr, Murray’s posts its answers. There are photos of the store (one recent post had images of a man proposing to his girlfriend there) and of the employees that work there.


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