JUNK RESTAURANT & ESF
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JUNK RESTAURANT & ESF _
Client: Junk Restaurant & Junk ESF
Year: Q3 2023 - Q1 2024
Marketing & Content Creation: Michele Masiello
PROJECT OVERVIEW
I played a key role on Junk Restaurant's marketing team, helping to build their social media and email marketing strategies from the ground up. Our goal was to boost their online presence, create a more cohesive brand image, and produce high-quality video content to complement their existing professional photography.
We started by reviewing their social media and website. While their existing photos were great, their online presence lacked a consistent message and unified look. Their website, though well-designed, was missing the engaging video content that could really bring their brand and food to life.
WORKFLOW
A major challenge was Junk's dual branding, as they operate two distinct venues:
The main restaurant, offering a gourmet twist on "junk" food.
The ESF street food stand, located in a fast-food court, requiring a different marketing approach due to its fast-paced environment and diverse clientele.
To tackle this, we:
Created video and photo content showcasing new menu items.
Scheduled regular reshoots to keep up with menu changes.
Produced a documentary-style video exploring the restaurant's history and philosophy.
Developed seasonal marketing content, including video campaigns and email newsletters.
HALLOWEEN COCKTAILS CAMPAIGN
Concept: A showcase of new Halloween-themed cocktails, featuring the bartender preparing them.
Execution: We created a spooky atmosphere with Halloween decorations and enhanced the mood through color grading.
Deliverables: A social media video, images for Instagram and Facebook, and a Halloween-themed email newsletter.
CHRISTMAS CAMPAIGN
Concept: Four food reviewers enjoying a festive meal. The video had a warm, humorous, and commercial feel.
Execution: We focused on capturing their genuine reactions, making them the stars of the show.
Deliverables: A short video, professional images, and a festive email campaign.
REFLECTIONS
It was incredibly rewarding to see Junk's online presence grow and evolve. Working with Jade, their in-house photographer, was a huge help. Because she'd created much of their previous content, she had a deep understanding of their visual identity and brand voice. Her experience in both photography and hospitality made communication clear and efficient, allowing us to be creative while staying true to the restaurant's vision.
One of the biggest hurdles was filming in a busy kitchen. Restaurant kitchens are fast-paced and high-stress environments, so filming there required adaptability and respect for the team's workflow. Having Jade as a liaison between the kitchen and the film crew helped us integrate seamlessly.