#FridayFeast campaign

Pier has been responsible for the social media channels for Hungry Joe’s for a number of years. After a few years of high quality but infrequent content, our overarching social media strategy for Hungry Joe’s was to deliver a back-to-basics approach – consistent, regular and engaging content, supported by a small paid allowance.

With engagement as the core area for growth, we knew competitions needed to play a role in this as the brand legacy on social media has been one of generosity with fans and revisiting this would help us unlock access to a large part of the channel audience which had become stagnant.

Our tone for the campaign needed to be foodie but fun – Hungry Joe’s is not a brand that takes itself too seriously, and so we created our #FridayFeast spot the difference competition that would play out on six drumbeats through the year aligned with key sales periods.

Creating a social media competition that revolved around the same simple mechanic ensured the campaign was accessible, memorable and encouraged repeat engagement when people became familiar with the concept.

Our creative concept was executed to perfection. The food looked appetising, the concept was social friendly and on brand – fun and generous – and the social performance delivered with an engagement rate well above industry standard.

Are you looking to increase engagement across your social channels? Chat to Pier to level up your social presence with our creative and strategic approaches.