San Churro is an Australian churro restaurant chain that needed to promote its Autumn menu across multiple locations nationwide. We identified and activated the ideal mix of food and dining influencers across Instagram and TikTok, inviting creators into San Churro cafes to dine in and experience the full seasonal menu firsthand.
Over a month-long campaign, influencers published 30 videos among 65 pieces of content shared, generating 234,691 impressions and more than 200,000 estimated views for the Autumn menu.
The campaign gave San Churro timely, authentic coverage across the platforms where food content performs best — turning a seasonal menu launch into a national conversation.
Getting Creators Into the Cafe for a Seasonal Menu
A seasonal menu campaign is cast and timed around the promotion window itself: food and dining creators across Instagram and TikTok were identified and invited into San Churro cafes nationwide to dine in and try the Autumn menu firsthand, rather than being sent product to shoot at home. Each creator was checked for genuine food-content engagement before being approached and briefed to cover the full seasonal range rather than a single dish, with the visits run across a single month so coverage would land together rather than trickle out after the menu had moved on.
Reading the Views Figure for a Food Launch
234,691 impressions and more than 200,000 estimated views across 65 pieces of content, including 30 videos, is an attention figure, not a bookings number — but for a seasonal menu with a defined shelf life, that is the outcome that matters: coverage concentrated inside the month when the Autumn menu was actually available, on the platforms the page already identifies as where food content performs best.
