Case Study

Mazi London

Opened in 2012, Mazi was the first modern Greek restaurant in the UK. It revives Greece’s sharing culinary tradition, offering diverse flavours with a contemporary twist while honouring classic tastes . The brand is expanding internationally after successful openings in Abu Dhabi and Morocco. For social media, they wanted to showcase highlights from this 12-year journey and capture the sophistication of the Athens Riviera and Greek islands in the 60s on their Instagram feed, aiming to evoke a sense of a Greek getaway for customers when they visit the restaurant as well as make them aware of the international outposts of this Notting Hill favourite.

What I did

Reflecting the sophisticated presentation of the dishes, I composed an Instagram feed to accompany content (Instagram reels, carousels, and image posts) that not only reflects the brand’s concept—evoking a visit to the restaurant as a trip to Greece—but also reaches a wide audience, including non-followers who might be intrigued by the beautiful dishes in the making and insights from chefs on classic recipes. For TikTok, I created a new account to upload videos optimised for search queries with high purchase intent, such as ‘Greek restaurants’ and ‘outdoor dining in Notting Hill.’ I focused on content that highlights their garden as a hidden gem in London and the outdoor dining experience it offers. Additionally, influencer visits are conducted monthly.

Results

Within less than two months of posting, the account gained 1.3k followers and reached over 105k accounts. Some of the best-performing content included a series of dishes in the making, such as grilled octopus with fava and onion chutney, tiger prawn risotto, and steak tartare with graviera ice cream, each reaching tens of thousands of users. Instagram reels featuring the head chef providing insights into classic recipes, like Black Truffle chicken hunkar begendi and Braised Ossobuco with orzo pasta giouvetsi, continue to attract chefs and foodies to their community of followers even a considerable time after posting. For TikTok, videos showcasing their outdoor dining experience have performed particularly well, consistently being saved and reaching an audience eager to discover hidden gems.