Nakanojo.

The challenge

A brand-new restaurant on a saturated King's Road dining strip, with no local awareness and a distinctive cuisine - Nikkei, the Japanese-Peruvian fusion - that needed explaining to Chelsea's affluent but easily distracted dinner crowd.

The job was to build awareness and bookings fast, in an area where diners are spoilt for choice and attention is the scarcest thing going.

What we did

We ran geo-targeted paid social brand-awareness ads to Central London residents and workers, leading with the food photography. The booking page was the call to action, and the creative was built around the most visually arresting plates so the cuisine could sell itself before the copy did.

The results

The campaign reached 75K+ people with a tight Central London focus and delivered a 4.7x return on ad spend - reach that converted into actual bookings rather than just impressions.

Why it worked

We let the food do the talking. Nikkei is unfamiliar enough that words alone don't convey it - but the colour and texture of the dishes do it instantly.

By going photo-led and copy-light, the reach we paid for turned into covers on the books, not just numbers on a dashboard.