Overview
Celebrity chef Justin Sutherland and the Madison Restaurant Group oversee a diverse portfolio of restaurants, each with its own character and customer base. To support their vision of growing community presence and maintaining consistent engagement across concepts, I developed and directed a cohesive content and campaign strategy.
Challenge
Managing multiple restaurant brands under one group posed a unique challenge: creating tailored campaigns for each concept while maintaining a recognizable, unifying voice. The group needed to strengthen their digital storytelling to reflect their culinary excellence and lifestyle-driven brand.
Strategy
- Chef-Driven Storytelling – Showcased Justin Sutherland’s personality and culinary philosophy across digital platforms.
- Restaurant-Specific Campaigns – Designed tailored organic campaigns for each restaurant to highlight unique menus and experiences.
- Community Engagement – Leveraged partnerships, local events, and fan participation to strengthen customer loyalty.
Results
- Increased engagement across all restaurant accounts, with standout traction for campaigns tied to community events.
- Elevated Justin Sutherland’s digital brand identity, aligning his celebrity presence with the group’s restaurants.
- Created scalable content frameworks that allowed each restaurant to stay fresh, relevant, and consistent.