Momofuku Ssäm Bar was launching a menu offering for large groups: king crab.

The meal was going to be significantly more expensive than other large group offerings and involved much more preparation. Only one would be available a night. In order to showcase how special it was, we built out a content plan to highlight the stories behind the meal.

To spread the word, in the month leading up to launch, I teased the offering with posts on social media and drove people to sign up for a newsletter, which would have more information.

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Additionally, I did a full photoshoot of the entire process of the crab—both the finished meal as well as behind-the-scenes footage to feature across all our content channels.

It culminated in a special edition crab newsletter we designed, which featured five different pieces of content around the meal.

King Crab Across the World | read now
The backstory to the King Crab } read now
Grandma’s Noodles | read now
What to Drink with the King Crab | read now
How to Host a Crab Feast