An unconventional Michelin-starred restaurant at the mouth of Dublin's liberties, we've been with Variety Jones since the very beginning. The social strategy shifted from "undocumented" to "uncovered" and we were and excited to finally show people inside the belly of the beast.
As with the brand identity, our approach was to develop a visual narrative that feels undesigned to the viewer. It has always been vital too that we establish a non-traditional way of communicating the restaurant ethos, personality, and food story.
Just like the dishes in Variety Jones, the social media content is simple, to the point but impactful. And just like the ingredients, it's all organic.
Primarily focusing on Instagram and TikTok, since launching the strategy 2.0, we've been able to tell the story of the restaurant through a variety of BTS engaging short-form video content.
When we first launched the social media channels for Variety Jones, and for many years after that, we didn't actually post a thing to the Instagram grid. The focus at that point was to create mystery and intrigue about this unusual restaurant thats shuns social norms. Only using Instagram Stories, we fostered a community of diners who created content for the restaurant and build up brand loyalty.
The creative freedom working with Variety Jones has always allowed us to rethink the platforms, and tell the brand story in a way that connects with the following which continues to grow every day.
Good as Gold are an integral part of the Variety Jones family. As family, we have been able to trust them without question. A trust that has enabled our identity to be so engaging, particularly on social. They have translated what we do here into a digital format that allows us to connect with people long after or even before they've dined with us. We have built something very special together and will continue to build for as long as our journey continues.
