The goal of the 'On The Line' campaign was to take our audience behind the scenes, offering a deeper understanding of the steps our chefs take to create the dishes guests love. Using Adobe Premiere, I developed engaging content that highlighted our chefs' expertise and commitment to quality, making the culinary process transparent to our followers.
By using social listening, we tailored the creative strategy to highlight the most mentioned dishes, sharing the cooking process and highlighting The Smith’s commitment to quality. The "On The Line" campaign has become central to The Smith's Instagram strategy, driving engagement around seasonal and classic dishes and strengthening the brand’s relationship with its audience.