Birley Bakery
We partnered with Birley Bakery to elevate their organic presence through social-first creative that mirrors the in-store experience and speaks to neighbours, fine-food seekers and visitors. Through end-to-end production, monthly shoots and audience-led calendars, we helped grow an engaged community and build a cohesive, premium feed.
Partnership Overview
Goals
The partnership was about capturing how Birley feels, not just what it sells. We set out to translate craft, indulgence and neighbourhood warmth into a cohesive social language. Every touchpoint should feel considered, quietly premium and unmistakably Birley. The goal: work people want to savour and share, growing a community that feels like the shop itself.
Creative Strategy
Stories from the Oven to the Window
Each month, we ran a one-day shoot to deliver all stills and motion, styled as short stories from artisan baking to creator moments. Every set centred on four aims: spotlight the product, celebrate craft, capture lifestyle/community, and build seasonal moments. A half-day design pass refined the grid and visual hierarchy, keeping the feed cohesive and aspirational. Direction stayed quietly luxurious, minimal overlays, heritage details, and a blend of lo-fi BTS, editorial photography and subtle animation, tailored for Instagram and TikTok.
Performance Marketing
Premium Organic Distribution
A Social Menu for Neighbourhood Pastry Lovers
We immersed ourselves in Birley’s brand and audience, then built an organic strategy around three pillars: Craftsmanship, Inspiration & Indulgence, and Community & Lifestyle. We spoke to three segments, local regulars, food lovers and Chelsea visitors, with three posts a week, each designed to inform or inspire. Monthly calendars were co-planned with the Birley team around launches, seasons and neighbourhood stories. Engagement came from UGC, press moments, giveaways and behind-the-scenes, optimised per platform with smart captions, Stories and timely trends.
Email Marketing
Ready to Grow?
