SushiCo Social Media
Let the product frame create appetite and the campaign frame grow the audience.
For SushiCo we built a social system that separates the appetite job of the product shot from the audience job of prize campaigns, tying both back to the 444 order line.
All pillars of brand transformation in one unified system.
The Challenge
The biggest risk in food communication is sameness: similar plates, similar angles. At the same time the chain needed to grow followers and drive traffic to its order line. Doing all three in one tone weakened all three.
The Result
The product shot became a recognisable brand asset while campaign frames carried engagement on their own track, and the order line became a visible part of the communication.
Our Approach
We split the feed into two lines. On the product line plating and framing were standardised — same light, same ground, nothing but the product in frame. On the campaign line the mechanic is written out: like, share, draw date and announcement date. As a third device we turned the order line into an incoming call interface — 'Sushi is calling, shall we meet?' made the 444 number an action.
Tangible assets delivered from strategy through to execution.
Content Strategy
“Message architecture and content calendar.”
We defined which message speaks to whom, and in what order.
Design
“Creative production and a template system.”
We built a repeatable skeleton and produced the creatives inside it.
Social Media Management
“Publishing calendar and keeping the feed alive.”
We published in step with seasonal and demand rhythms.
Advertising
“Campaign variants and audience setup.”
We derived channel-specific variants from the same system.
How We Approached It
An end-to-end process, from strategy to launch.
- 01
Strategy
We built a solid base with market and competitor analysis, positioning and messaging architecture.
- 02
Identity
We designed a trustworthy, modern and memorable visual identity.
- 03
Digital Product
We designed the product journey with a user-centred interface and smooth experience.
- 04
Launch
We delivered a strong launch with website, marketing assets and campaign support.
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