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.
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.