A new menu for a beloved local taproom.
The Challenge
The Bier Stein in Eugene, Oregon, is a beloved local institution, and in 2023, they had their fan-favorite former chef return after working at another restaurant for several years. With Chef Katie’s comeback, The Bier Stein wanted to build buzz on social media for their revamped menu, which incorporates some of Katie’s most popular dishes from her previous restaurant.
The Solution
We built a social media campaign around mouthwatering photos of The Bier Stein’s new menu and fun, irreverent Instagram reels that would poke fun at the fanatical following Chef Katie has amassed in Eugene.
The Executions
We collaborated with Chef Katie to photograph her new menu items and a few classic dishes so we could display an overall glimpse of The Bier Stein menu for those unfamiliar with the quality and variety of their food. We captured all of the items from several angles in photo and video format so we could reshare them frequently moving forward, indicating a level of popularity with their patrons.
We posted a series of food photos on The Bier Stein Instagram feed highlighting the new menu items and showcasing customers having a good time eating. We listed the ingredients in the caption and reshared the same items several times from different angles to give them a feeling of popularity.
We made a series of Instagram reels to highlight the favorite items remaining on the updated menu (like the hummus plate) and showcase the new items in a way that made them feel like instant classics. Humor was a crucial component in making the reels trend, along with trending audio clips or styles.