Case Studies

The Local Food Guide

After collaborating with FIG on a festive gift guide, High Peak Borough Council and Staffordshire Moorlands District Council approached FIG again and asked us to deliver two A4 guides to help promote their diverse range of independently owned eateries.

Many restaurants were negatively impacted by the covid pandemic, and the two councils wanted to engage a scheme to promote the independent restaurants in their boroughs and encourage locals and tourists back through their doors. With funding from the Welcome Back fund, which was co-financed by the European Regional Development Fund, they wanted to create a project that would reach multiple touchpoints in print and online to bring awareness around the wealth of independent restaurants within the High Peak and Staffordshire Moorlands areas.

FIG’s Remit

FIG were instructed to help identify restaurants from the two boroughs which met the client’s criteria of a hygiene rating of at least 4 and at least 4.5 on TripAdvisor.

FIG’s team began by contacting the individual restaurants to capture relevant information, including the type of cuisine the restaurants served, their opening times and their signature dishes. FIG’s copywriter also spoke in more detail to six of the restaurant owners as part of a more in-depth Q&A feature for each of the guides. Whilst the content was being prepared, FIG’s design studio created a brand logo along with a sample front cover, and double page spread to demonstrate the overall look and feel of the guides. We suggested the name The Local Food Guide and then got to work.

Deliverables

Once the look and feel had been approved by the council, FIG’s team worked together to create the necessary assets for the project. While many of the restaurant owners sent wonderful images for FIG to use within the guide, we needed further shots for some of the profiles – both internal and external – so we arranged a photographer to assist with additional imagery, which was used throughout both guides and across social media.

The Local Food Guides for the High Peak and Staffordshire Moorlands were also supplemented with a smaller version of the booklet aimed at B&Bs in the area. These 1/3 A4 sized (or DL) booklets were reduced down to under 28 pages, and featured just the restaurant profiles but not the extended Q&A features. The A4 guides were delivered to all residential homes within the High Peak and Staffordshire Moorlands areas, whilst the DL versions were distributed to a number of local attractions and B&B owners to be given out to tourists during their stay.

The guides were also supported by social media, and a Facebook page was set up to help promote every restaurant that had taken part. With an initial two-month campaign, the content focused on each of the restaurant’s signature dishes, their features and cuisine.

FIG created the content, which we also uploaded and monitored, as well as designing social images to accompany each post. Each venue was tagged into their relevant posts (where possible) which they were asked to share to encourage likes to the page and increase awareness of the variety of excellent restaurants in the area.

The Results

Both guides were extremely well received, with council staff and recipients alike contacting FIG to say how much they had enjoyed them, and that they had highlighted new places for them to try and reminded them of old favourites.

The Facebook audience grew significantly throughout its first month, with the number of page fans increasing by 841% from week 3 to week 4 – an excellent result for an organic campaign. With no boosted or sponsored content, we relied solely on word of mouth, consumer interest and the audience sharing, commenting and liking the content. It worked so well that FIG were asked to further extend its social content, and we have received great feedback from the restaurants and audience.

I received the Local Food Guide and just wanted to say what an excellent job you and your team have done. Firstly, the quality is really good. The individual write ups are great, really informative and the Q and A sections really put it in the business owners own words. All in all, a fantastic job all round.
Dan Buckland, Proprietor of the Yew Tree Inn, Cauldon

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