Greene King, one of the UK’s most beloved pub chains, set out to redefine what it means to bring people together with the launch of their exciting new brand, Farmhouse Kitchen. The aim was simple: create a space that’s both welcoming for loyal pub traditionalists and inviting for families seeking that unmistakable comfort-food experience.
To kick off the launch with a bang, Greene King and Sunday collaborated to develop a social strategy that truly resonated with their audience. We launched a all-new Instagram page while rebranding their existing Facebook account, creating hubs of connection for local pub-goers and new visitors alike.
Our strategy leaned heavily into authentic, engaging storytelling. Lo-fi visuals and trending social formats brought Farmhouse Kitchen’s charm to life, while a test-and-learn approach allowed us to adapt and refine based on audience insights. This agile approach kept the content fresh, relevant, and highly shareable.
Alongside the digital content, an influencer event added extra momentum, generating collaborative content that harnessed the power of social proof. This event was instrumental in introducing the rebrand to new audiences while building excitement among existing fans.
To amplify reach, we crafted a targeted paid media plan, ensuring that the Farmhouse Kitchen story engaged the right people in local communities. The results speak for themselves: an impressive 1,268% increase in Instagram followers in just eight weeks, with influencer content driving 600 new fans alone. On Facebook, followers grew by 11%, and the launch project overall reached over 410,000 locals, achieving a remarkable 7.94% engagement rate – well above industry benchmarks.
Our campaign aimed to demonstrate that Farmhouse Kitchen is more than just a new brand; it’s a celebration of community.