The Challenge
The Meat & Wine Co is an Afro-centric steak restaurant group founded in Sydney in 2000, with venues across Sydney, Melbourne, Perth, Adelaide and Canberra and a restaurant in Mayfair, London. Premium steak dining is a considered booking, and diners want to see the room, the cut and the wine list before they commit.
The Meat & Wine Co partnered with Terrier Agency for a creator campaign across its venues.
Our Approach
We built a city-by-city creator set of food, date-night and lifestyle accounts and briefed for the full dining experience.
- Creators such as Olivia Nelson, Rudi Ellis and Claudia Moloney covered dining out, date ideas and city guides
- Briefs focused on the aged steak programme, the wine pairing and the room
- TikTok, Reels and carousels were all used so each venue had content in every format
- Content was reviewed against brand guidelines before publication
The posts linked from this page show the experience-led approach.
The Results
Fifty-five pieces of content reached 1,215,869 estimated views at a 4.47% engagement rate, a strong rate for fine dining and a body of content the group can reuse across venue pages and paid social.
Why Experience Content Suits Fine Dining
A premium steak booking is a considered decision, and diners want to see the room, the cut and the wine before they commit. A 4.47% engagement rate on fifty-five posts is a strong figure for fine dining and shows that viewers were saving and sharing the content rather than skimming it. The 1,215,869 estimated views gave each venue a local audience, and the group a set of assets for venue pages and paid social.
