Café Social Media Marketing Sydney

HOW THE HYPE TURNED VINE & GRIND’S SOCIAL MEDIA INTO A COMMUNITY

Vine & Grind partnered with The Hype to bring more of the café’s personality, people and expertise into its social media.

Previously, the content focused mainly on food. We expanded that story by showcasing the staff, profiling the owners, sharing educational tips and creating relatable humour that gave people a reason to follow beyond the menu.

The result was a more recognisable brand with content that reached far beyond its existing audience. One post generated 17.4 million organic views and counting.

Alongside organic content, we used influencer marketing and paid advertising to support sales campaigns around seasonal menus, Father’s Day and the truffle menu.

Industry: Hospitality / Café
Location: Liverpool, Sydney
Services: Social Media Management, Content Creation, Reels, Influencer Marketing and Paid Advertising
Instagram: @vineandgrind

THE CHALLENGE

Vine & Grind’s food gave people plenty to look at, but its social media wasn’t telling the full story of the business.

The people, personalities and knowledge behind the café offered an opportunity to build a stronger connection with audiences. Our challenge was to create content that made people feel familiar with the brand, encouraged conversation and gave them reasons to keep coming back.

The strategy also needed to support the café’s commercial priorities. Seasonal menus and special occasions required timely promotion that gave potential customers a clear reason to visit.

OUR STRATEGY

BUILDING A COMMUNITY THROUGH CONTENT

We expanded the content beyond food photography to show the everyday life of Vine & Grind.

Staff features, relatable hospitality moments and humour brought personality to the page. This gave audiences more ways to connect with the café and helped make the team part of the brand’s appeal.

Food remained an important part of the content, supported by a wider story about the people and experience behind it.

PROFILING THE OWNERS AND TEAM

We brought the owners into the content to share their personalities, perspectives and involvement in the business.

Featuring the people behind Vine & Grind helped humanise the brand. It gave followers a sense of who they were supporting and helped build familiarity before they visited.

SHARING EDUCATIONAL VALUE

Educational tips added another reason to follow. We used the team’s knowledge to create helpful, accessible content that offered value alongside entertainment and menu inspiration. This broadened the account’s purpose and gave audiences content worth saving and sharing.

HUMOUR AND ORGANIC REACH

Relatable humour became a key part of the content mix.

By capturing moments people recognised and wanted to share, we helped Vine & Grind reach audiences beyond its existing followers. One post achieved 17.4 million organic views, with the total continuing to climb.

That reach introduced the brand to a much wider audience while expressing the personality we were building throughout the account.

INFLUENCER MARKETING

We used influencer collaborations to introduce Vine & Grind and its menu offerings to new audiences through creators’ own content.

Influencer activity supported key promotions, bringing additional attention to the café and giving potential customers another way to discover the dining experience.

PAID ADVERTISING FOR TIMELY CAMPAIGNS

Paid advertising supported promotions with a clear reason to visit, including seasonal menus, Father’s Day and the truffle menu.

These campaigns connected the ongoing brand building with the café’s sales priorities. Organic content developed familiarity, while influencer activity and paid ads helped bring timely offers to potential customers.

THE RESULTS

17.4 MILLION ORGANIC VIEWS AND COUNTING
On a single post, demonstrating the reach of relatable, personality driven content.

A MORE DISTINCTIVE BRAND PRESENCE
A broader content mix showcased the staff, owners, humour and expertise behind the café.

CONTENT THAT BUILT CONNECTION
Followers had more reasons to engage with Vine & Grind beyond seeing what was on the menu.

CAMPAIGNS ALIGNED WITH SALES PRIORITIES
Influencer marketing and paid advertising supported seasonal menus, Father’s Day and the truffle menu.

The strategy brought more of Vine & Grind into its marketing: the people customers meet, the personalities they remember and the knowledge behind the food.

The viral reach was a standout result within that broader approach. We combined content that built recognition and community with campaigns designed to give people a timely reason to visit.

BEFORE AND WITH THE HYPE

Before The Hype

• Content focused mainly on food
• Limited visibility of the staff and owners
• Less emphasis on humour, personality and educational value
• An opportunity to build stronger connections through social media

With The Hype

• A broader strategy built around food, people, humour and education
• Staff and owners featured as recognisable faces of the brand
• Helpful tips that gave audiences more reasons to follow
• One post reaching 17.4 million organic views and climbing
• Influencer collaborations supporting discovery and menu promotions
• Paid advertising aligned with seasonal menus and key occasions
• A stronger focus on building community and brand familiarity

LOOKING FOR A SOCIAL MEDIA AGENCY FOR YOUR CAFE?

The Hype helps Sydney cafés and hospitality businesses turn their people, products and personalities into content that builds a brand.

From social media management and content creation to influencer marketing and paid advertising, we connect ongoing community building with campaigns that support your business goals.

For Vine & Grind, that meant showcasing the people behind the food, creating content audiences wanted to share and supporting menu launches with timely promotion.