Campaign strategy
Campaign domain definition
Awareness
Increase visibility in the market.
Attention
Increase engagement and connection.
Acquisition
Increase leads and sales.
Adoption
Increase retention and customer lifetime value.
Advocacy
Increase referrals and virality.
Acquisition campaign
PRIORITY ONE
Acquisition is the priority for this 60-day campaign. The restaurant needs to replace reactive dish and holiday posts with an always-on story that maintains interest between peak periods. Zazoozoo will sequence chef stories, seasonal menu highlights, guest reviews and booking prompts to keep lunch and dinner reservations moving.
Problem: Marketing activity peaks around new dishes and holidays, with no structured plan to keep diners interested between those moments.
Solution: A 60-day content strategy connecting chef craft, seasonal menu storytelling, dining experience, reviews and clear booking prompts.
Objective: Create a more stable reservation flow, improve the use of storytelling and establish a repeatable framework for seasonal menu launches.
Audience: Regional diners seeking seasonal lunch and dinner experiences, including weekday lunch guests, celebration diners, date-night couples and returning local customers.
Tactic: Publish a connected sequence of menu teasers, chef-led stories, experience content, guest proof and reservation prompts across website, email and social channels.
Budget: SG$9,500 for 22 production assets, plus SG 6,500 for the 60-day strategy. Production includes 10 social media posts, five 500-word blog posts, four copy or design assets, one photography session and two three-section emails. This provides at least three assets in every 10-day campaign period.
Inquiry insight: The restaurant needs a repeatable narrative that connects lunch, dinner, seasonal menus and the chef’s point of view. Diners need more reasons to reserve between menu launches, holidays and weekend peaks. Every campaign should combine food, craft, guest experience and a simple booking action rather than rely on dish announcements alone.
Audit insight: Reactive posts do not create a clear story arc from seasonal menu teaser through to guest proof and last-chance reservations. Content needs a consistent balance of chef craft, menu highlights, dining atmosphere, reviews and booking prompts. The restaurant needs shared templates and a fixed calendar rhythm to reduce last-minute marketing and support future menu launches.
Research insight: Seasonal menus work best when ingredient stories, chef perspectives and dining experiences appear before and after the launch. Reviews should support specific dishes, service moments or occasions, rather than appear as disconnected quote graphics. Reservation prompts should be clear and regular, with practical booking details for lunch, dinner, walk-ins and key service periods.
Channel strategy
Channel mix definition
Paid
Drive reach and acceleration through advertising spend.
Earned
Build credibility through third-party validation or media coverage.
Shared
Foster organic amplification through community and social sharing.
Owned
Strengthen consistency and authority with brand-managed assets.
Acquisition campaign
PRIORITY ONE
Owned is the primary channel of the Acquisition campaign. The restaurant website, booking system, email and official social channels connect chef craft, seasonal menus, dining atmosphere and practical reservation details. They maintain visibility between holiday peaks and make booking a table simple at every stage of the campaign.
Platform: Restaurant website, menu pages, booking platform, Google Business Profile, email, Instagram, TikTok, Facebook and official Stories.
Distribution: Five blog posts, 10 official social posts, two emails, four copy or design assets, one photography asset and seasonal menu or booking modules.
Cadence: One chef, menu or dining story every 10 days, one to two social posts weekly, and reservation emails in Day 21–30 and Day 51–60.
Shared is the secondary channel of the Acquisition campaign. Diners, local food creators, regional producers and aligned hospitality partners provide credible stories about the menu and dining experience. Their content should show genuine meals, seasonal ingredients and useful booking context that encourages reservations beyond peak periods.
Platform: Guest social accounts, local food creators, producer partners, hotel concierges, neighbourhood businesses and regional dining communities.
Distribution: One guest, creator or producer feature per 10-day period, supported by permissioned dining reposts, review stories and seasonal collaboration content.
Cadence: Invite creator and producer content around menu launches, capture guest stories throughout service and use approved review content to support quieter booking periods.
Earned is the tertiary channel of the Acquisition campaign. Permissioned guest content, reviews and local producer stories provide credible proof of the restaurant experience. They help prospective diners see how real guests receive the food, service, and atmosphere.
Platform: Google reviews, permissioned guest social content, local food creators, producer partners and community channels.
Distribution: One review-led guest story in Day 31–40, supported by regular review collection and approved reposting of guest content.
Cadence: Capture feedback after service and publish approved guest stories around relevant dishes, occasions or booking periods.
Paid is the tertiary channel of the Acquisition campaign. If budget allows, paid placements extend proven chef, menu, and booking content to relevant local diners. They should support quieter services, menu moments and reservation windows without relying on deep-discount messaging.
Platform: Meta ads, Google local search placements and reservation-platform promotional tools.
Distribution: Promote one seasonal menu story and one reservation-focused post using existing campaign assets.
Cadence: Begin testing after Day 21. Optimise towards menu views, booking-link clicks, calls, direct messages and completed reservations.
Content strategy
Content pillars definition
Chef craft: Meet the hands behind the menu
Content that reveals the chef’s point of view, techniques, ingredient choices and personal approach to seasonal regional cooking.
Seasonal menu: Taste what is here now
Content that introduces new ingredients, dishes and menu changes through clear stories that give diners a reason to visit this season.
Dining experience: Make the reservation feel worth it
Content that captures lunch and dinner atmosphere, guest moments, reviews and practical booking guidance.
Acquisition campaign
PRIORITY ONE
This 60-day content programme sequences chef stories, seasonal menu highlights, guest reviews, and booking prompts to sustain interest between peaks and support steadier reservations year-round.
Day 1-10
The Story of This Season’s Menu. A 500-word introduction to the current seasonal menu, the ingredients guiding it and the chef’s overall intention.
Publish: Day 1. Pillar: Seasonal menu. Format: Blog post. Channel: Owned. Platform: Restaurant website and menu hub. Style & Structure: Seasonal idea → key ingredients → featured dishes → lunch and dinner context → reserve CTA.
What Is on the Menu This Season? A carousel introducing three to five seasonal dishes with clear descriptions and booking details.
Publish: Day 3. Pillar: Seasonal menu. Format: Social media post. Channel: Shared. Platform: Instagram and Facebook carousel. Style & Structure: Seasonal theme → hero dish → key ingredients → service availability → reserve CTA.
A Dish Begins Here. A short video showing an ingredient arriving, being prepared or becoming part of a signature dish.
Publish: Day 6. Pillar: Chef craft. Format: Social media post. Channel: Shared. Platform: Instagram Reel and TikTok. Style & Structure: Ingredient source → kitchen preparation → plated dish → chef detail → booking CTA.
Seasonal Menu Landing Module. A reusable website section presenting the menu theme, hero ingredients, featured dishes and reservation link.
Publish: Day 9. Pillar: Seasonal menu. Format: Copy or design. Channel: Owned. Platform: Website menu and booking pages. Style & Structure: Season → ingredients → dishes → service times → dietary note → reserve CTA.
Day 11-20
Why the Chef Chose This Ingredient. A 500-word feature on one seasonal ingredient, its local or regional context and how the chef uses it.
Publish: Day 11. Pillar: Chef craft. Format: Blog post. Channel: Owned. Platform: Restaurant website insights hub. Style & Structure: Ingredient origin → seasonal relevance → chef technique → dish application → reserve CTA.
From the Chef’s Bench. A carousel showing a signature technique, preparation stage or kitchen decision behind a seasonal dish.
Publish: Day 13. Pillar: Chef craft. Format: Social media post. Channel: Shared. Platform: Instagram carousel. Style & Structure: Chef perspective → technique → ingredient → final dish → save or reserve CTA.
Lunch or Dinner? Choose Your Table. A short-form post showing the different feel of daytime and evening service, with clear booking information.
Publish: Day 16. Pillar: Dining experience. Format: Social media post. Channel: Shared. Platform: Instagram Reel, TikTok and Facebook. Style & Structure: Lunch setting → dinner setting → occasion prompt → booking details → reserve CTA.
Chef Story Template. A reusable design and copy format for chef notes, ingredient stories and technique-led menu posts.
Publish: Day 19. Pillar: Chef craft. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and website. Style & Structure: Chef quote → ingredient or technique → dish → seasonal reason → reserve CTA.
Day 21-30
A Lunch Worth Stepping Out For. A 500-word guide to the restaurant’s lunch service, seasonal dishes and occasions suited to a weekday reservation.
Publish: Day 21. Pillar: Dining experience. Format: Blog post. Channel: Owned. Platform: Restaurant website and booking hub. Style & Structure: Lunch occasion → seasonal dishes → pace and atmosphere → booking guidance → reserve CTA.
This Week in the Kitchen. A short video showing a chef-led kitchen moment, fresh preparation or a featured dish in progress.
Publish: Day 23. Pillar: Chef craft. Format: Social media post. Channel: Shared. Platform: Instagram Reel and TikTok. Style & Structure: Kitchen moment → chef action → dish reveal → this-week availability → reserve CTA.
The Dish Guests Keep Talking About. A carousel pairing one dish with short, permissioned guest-review extracts.
Publish: Day 26. Pillar: Dining experience. Format: Social media post. Channel: Shared. Platform: Instagram and Facebook carousel. Style & Structure: Hero dish → guest quote → ingredient detail → service information → reserve CTA.
Your Table This Season. A three-section email introducing the current menu, a chef story and a clear booking prompt for lunch or dinner.
Publish: Day 29. Pillar: Seasonal menu. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Seasonal menu → chef highlight → recommended occasion → reserve CTA.
Day 31-40
From Our Guests: A Meal to Remember. A 500-word story using permissioned guest feedback to describe a memorable dinner, celebration or lunch experience.
Publish: Day 31. Pillar: Dining experience. Format: Blog post. Channel: Owned. Platform: Restaurant website guest-stories page. Style & Structure: Dining occasion → guest perspective → dish or service detail → restaurant response → reserve CTA.
What Guests Loved This Month. A review-led carousel grouping feedback around flavour, service and atmosphere.
Publish: Day 34. Pillar: Dining experience. Format: Social media post. Channel: Earned. Platform: Instagram and Facebook carousel. Style & Structure: Review theme → guest quote → related dish or setting → booking prompt → reserve CTA.
Lunch to Late Evening. A photography set showing daylight lunch, evening atmosphere, dishes, team moments and guests enjoying the space.
Publish: Day 38. Pillar: Dining experience. Format: Photography. Channel: Owned. Platform: Website, Instagram, Google Business Profile and asset library. Style & Structure: Lunch atmosphere → food detail → dinner mood → service moment → warm regional setting.
Day 41-50
The Ingredients We Wait For All Year. A carousel highlighting seasonal ingredients and the limited window in which diners can enjoy them.
Publish: Day 42. Pillar: Seasonal menu. Format: Social media post. Channel: Shared. Platform: Instagram carousel and Facebook. Style & Structure: Ingredient → season → chef use → featured dish → reserve CTA.
A Table for the Occasion. A short video showing how the restaurant suits celebrations, business lunches, date nights or relaxed dinners.
Publish: Day 45. Pillar: Dining experience. Format: Social media post. Channel: Shared. Platform: Instagram Reel and TikTok. Style & Structure: Occasion → table setting → dish or service moment → booking information → reserve CTA.
Review and Booking Template. A reusable format that pairs a guest review with an experience image, booking information and service details.
Publish: Day 49. Pillar: Dining experience. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and booking pages. Style & Structure: Guest quote → dining context → practical booking information → reserve CTA.
Day 51-60
Before the Season Changes. A 500-word article highlighting the current menu’s final weeks, the dishes to try and what the chef will carry into the next season.
Publish: Day 51. Pillar: Seasonal menu. Format: Blog post. Channel: Owned. Platform: Restaurant website and menu hub. Style & Structure: Current season → final dishes → chef reflection → next menu hint → reserve CTA.
Last Chance for This Season’s Favourites. A carousel prompting diners to book before priority seasonal dishes leave the menu.
Publish: Day 53. Pillar: Seasonal menu. Format: Social media post. Channel: Shared. Platform: Instagram carousel and Facebook. Style & Structure: Final menu period → featured dishes → booking availability → reserve CTA.
Reserve Your Next Table. A three-section email recapping the season, featuring guest feedback and inviting diners to book a final meal or join the next menu launch.
Publish: Day 56. Pillar: Dining experience. Format: Email. Channel: Owned. Platform: Email marketing platform. Style & Structure: Season recap → guest proof → final or future booking → reserve CTA.
Seasonal Campaign Recap Template. A reusable format for future menu cycles, bringing together chef stories, menu highlights, reviews and reservation results.
Publish: Day 59. Pillar: Seasonal menu. Format: Copy or design. Channel: Owned. Platform: Content production toolkit and website campaign hub. Style & Structure: Menu theme → chef craft → guest response → booking insight → next launch CTA.
