BACKGROUND

The Supper Family existing of the restaurants; Supper, Asian Post Office and La Gondola, with locations in Stockholm, Visby and Åre has always been about more than food. Built around the philosophy of Share & Care, the brand was created to bring people together through shared experiences, hospitality and community. However, much of that story wasn't reflected in the restaurant's social media presence. Like many restaurant brands, there was a risk of becoming just another feed filled with food photography..

INSIGHT

People rarely follow restaurant accounts because they are hungry. They follow brands that entertain, inspire or make them feel part of something larger. The opportunity wasn't to create more content about food, but to create content about the culture, people and experiences surrounding it.

APPROACH

I developed a social-first content strategy designed to turn Instagram into an extension of the SUPPER experience. The goal was to move beyond product-focused communication and create a channel people would want to follow regardless of whether they were planning a restaurant visit or not.

CONTENT SYSTEM

To bring the strategy to life, I led two content creators and developed a framework built around recurring content formats. The focus shifted towards behind-the-scenes storytelling, chef-led content, guest experiences, craftsmanship, community participation and authentic moments that reflected the energy of the brand.

Reels became a central format, allowing us to tell stories through movement, atmosphere and process rather than relying solely on static food photography. The ambition was to create a channel that felt alive, human and culturally relevant while staying true to SUPPER's identity.

RESULTS

The result was a more distinctive and story-driven social presence that better reflected the brand's philosophy and strengthened the connection between SUPPER and its audience.