The Charcoal Group 🥩
As Marketing Media Manager for the Charcoal Group of Restaurants, I was tasked with bringing the unique stories of eight distinct restaurants to life in the digital space. Collaborating with General Managers, Chefs, and Staff, I crafted photos, videos, and written content showcasing each brand’s personality and innovative offerings. The result was a dynamic digital presence that captured every memorable foodie moment and highlighted what made each restaurant exceptional.
The restaurants: Beertown (Waterloo, Cambridge, London, Burlington), The Bauer Kitchen, The Bauer Bakery & Cafe, Sociable, Wildcraft Grill, and Wildcraft Wherever.
Work
Social media
Roles
Content creator, photographer, video editor
Year
2015
The business of social
In 2016, social media became crucial for restaurants to connect with their audience and grow their brand. As a content manager, I recognized social media's potential for showcasing each restaurant's unique personalities and offerings. By crafting engaging content and being very, very, very consistent, I increased the companies' followings by 188.2%, with over 80,000 new followers in just two years. In addition, each post is curated to showcase the brand's essence, driving engagement for each restaurant and ultimately aiding in getting butts into seats.
“Chef Clarmo knows how to enjoy the little things in life – like taking a moment to savour the aroma of freshly picked herbs. When you're a true foodie, it's all about the details!”
Wildcraft, Blog Post, 2017
Do you think combining coffee + alcohol is the future of cocktails?
Ginny: The future? I don’t know, but it’s definitely something delicious for brunch…
The Bauer Kitchen, Blog Post, 2016
“We wish we could send you the mouthwatering aromas of our delicious dinner courses, but sadly, technology hasn't caught up yet! You'll just have to come in and experience it for yourself. Trust us; it's worth it!”
Beertown, Blog Post, 2017
“A huge thanks to Chefs Michael and Anna Olson for an unforgettable culinary experience and some amazing stories to tell! You were our first Master Chef collaboration, and we'll always cherish the memories.”
Beertown, Blog Post, 2017
Storytelling
It was part of my job to capture, draft and post about the many stories within the company. My approach to food content is simple: I showcase the passion and artistry that goes into each step of the culinary process, from selecting the finest ingredients to cooking, plating, serving, and ultimately savouring every delicious bite. By capturing these moments through the lens of my camera, engaging the senses through words, and facilitating the community around them, I aim to demonstrate the powerful connection forged through good food. My goal is to capture the essence of culinary artistry in all its glory.
Video content
In 2017, as social media videos surged in popularity, my boss challenged me to elevate our content and create creative, more engaging videos. Rising to the occasion, I developed dynamic and visually captivating video content that resonated with audiences and boosted engagement. By tapping into emerging trends and experimenting with creative techniques, I crafted videos that aligned with each restaurant's unique personality and captured attention in an increasingly competitive digital landscape.
The Eclipse video is still among the most viewed across all restaurant channels.
