The Challenge:
Launch new catering offering while overcoming an "in-between" brand identity between large corporate chains and local indie cafés.
The Goal:
Compete for "meeting catering", not "coffee"
Messaging Strategy:
I developed a repeatable headline framework that ties Better Buzz to everyday social moments—like parties or study groups—so the brand is top-of-mind when people need catering.
Instagram Story Strategy:
To blend naturally into story feeds, I made sure the ads were from a top-angle point-of-view of the catering spreads. By mirroring moments our audience already shares on IG, the creative allows them to imagine their own event with Better Buzz catering.
Owned Media Strategy:
To build brand storytelling, I proposed a short-form interview series featuring customers and employees discussing various casual topics. It makes content feel authentic and organic instead of branded.
It was inspired by the popular street-style interviews on TikTok.
Concept mood board illustrating tone and format direction.