Achieving 3.37% Engagement by Leveraging Appetite Appeal and Infusing Personality

Manny’s Falafel, a Mediterranean cloud kitchen, was an early-stage business when the agency I worked for on-boarded them back in 2022. They were seeking to expand their social media presence to increase brand awareness and drive sales.

CLIENT: Manny’s Falafel

ROLE: Social Media Strategist and Manager

The challenge: As they gained social media momentum, they regularly found themselves needing to create new content that could keep pace with their ambitions and highlight their vegetarian-only menu.

What we did: In my role as a creative strategist, I supported my team by setting a tone of voice for the client, creatively naming their menu, shooting their dishes for online aggregators and, more importantly, setting a direction for content on their Instagram handle. 

The results: Since 2024, I have solely taken over managing their Instagram handle and revamped their content strategy to achieve

3.37% engagement rate & 14.8% click-through rate

↓ Scroll through to take a look at the creative strategy behind the results ↓

Manny’s Falafel Messaging House
Appetite Appeal as a brand strategy
The science behind Appetite Appeal as a brand strategy
The science behind appetite appeal brand strategy

Appetite Appeal in Action

From shoot to edit, the ingredients have always been the hero of every post. Rather than spotlighting the final dish alone, we’ve consistently focused on showcasing the texture and richness of every vegetable and sauce.

Since Manny’s Falafel is rooted in appealing to a vegetarian audience, freshness and mindful curation have remained our guiding principles.

The proof is in the pita bread:

↓ Tap the phone icons below to view the reel it links to ↓

Insights into content created with appetite appeal brand strategy
Insights into content created with appetite appeal brand strategy
Insights into content created with appetite appeal brand strategy
Insights into content created with appetite appeal brand strategy
How infusing personality into products works as a brand strategy
The science behind infusing personality as a brand strategy

Infusing Personality in Action

With Manny’s Falafel offering a variety of bold flavour profiles, we brought each one to life by giving them distinct personalities that were expressed through playful memes, engaging reels, and clever copywriting.

This approach added a fun, relatable twist to every dish.

The proof is in the pita bread:

Barbenheimer meme as an example of infusing personality as a brand strategy
Movie poster meme as an example of infusing personality as a brand strategy
Screenshot from a reel where infusing personality was used as a brand strategy
Disaster girl meme as an example of infusing personality as a brand strategy

Wish to explore what brand strategies could work for your business?

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