Uncle Sam’s UK | Social Media Management

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The Brief

When we were approached by Paul, the owner of Uncle Sam’s Montpelier Road burger shop in Brighton, we couldn’t be more excited. He had been cooking fresh hamburgers to order since 1971 (that’s over 21 million burgers cooked!) and wanted to broaden the scope of his market and promote his shop on social media.

With a strong sense of identity and a loyal community of burger lovers already established, it was important to create a social media management strategy that fitted the purpose, Uncle Sam’s audience and engaged with Brighton’s local foodie scene.

The Approach

We firstly reviewed Uncle Sams UK overall online presence and suggested different options that could make a difference. The one thing that stood out for us was the lack of social media presence for the Montpelier road shop. So with our branding and design expertise, we were able to advise on the style of the communications, look and feel of content, overall online brand personality and channels to focus on.

After different conversations with Paul, we decided that Instagram would be the most effective channel to start broadening the scope of his business and build a social presence amongst the local foodie community. This would enable us to showcase some of the finger-licking burger pics from customers, raise awareness on their offers and promotions and show a bit more of the human side to the business.

After setting up the account, we then started to engage with burger lovers and local food influencers that were aware of the delicious Uncle Sam’s burgers. What we suddenly realised was the range of different audiences that were started to engage with us; from families to students and locals alike.

To boost engagement, we created an ongoing monthly competition to encourage user-generated content, where customers can win a burger every month when they share their burger snaps using the hashtag #UncleSamsUK – and so far it’s ticking along nicely!

 

Need some help with your social media? Don’t fret – we’ve got you. Simply drop us a line or give us a call on 01273 030029 so we can find a way to support you.

A little on the client

A small chain of takeaways, Uncle Sams UK serves beef, chicken and veggie burgers across twelve hamburger express shops in Sussex.

Client: Uncle Sams UK – Montepelier Road, Brighton.

Skills: Social Media Management

Release Date: October, 2018