Feast & Fallow

Local · Content Strategy

Turning a neighborhood cafe's food-justice mission into content people actually stop scrolling for.

Self-Initiated Content StrategyLocal Brand / Content Strategy Concept

4,300+

engaged local followers with real reach and an untapped mission story

key findings

✓4,300+ engaged local followers is real reach, the gap is relevance, not reach

✓Bio leads with "Specialty Coffee," burying the real mission

✓Leading with mission makes them the only one, not one of many

F&F

feast_and_fallow

4,300+ engaged local followers

workshop signage

compost bins

Meet Priya

fermentation jars

volunteer day

“bring a jar”

F&Ffeast_and_fallow

1/2

312 likes

feast_and_fallow Meet Priya. Six months ago she was a regular who asked too many questions about our compost bins. Now she runs the compost bins.

why i chose this

This one started as a customer, not a strategist. Feast & Fallow is two minutes from where I live. I eventually realized they run real workshops on composting and fermentation, and have an active volunteer program, none of it visible where I'd actually see it.

the challenge

Feast & Fallow has the thing most cafes fake: a real mission with real receipts. None of it shows up where their audience already looks. The Instagram bio just says "Specialty Coffee."

research

A read-through of their site and mission pages against an audit of their actual Instagram: bio, post mix, highlight categories.

what i noticed

4,300+ engaged local followers is real reach. The gap is relevance, not reach.

The bio is the strategy whether anyone meant it to be: leading with coffee makes them one of many, leading with mission makes them the only one.

the strategy

Reframe the feed around participation, not consumption.

execution

Built a 4-week organic content calendar around workshops and volunteer stories.

Drafted sample posts in the brand's own voice: "Meet Priya. Six months ago she was a regular who asked too many questions about our compost bins. Now she runs the compost bins."

"Fermentation is just patience with a lid on it. Bring a jar. Leave with three."

success measures

Workshop signups and volunteer applications

Saves/shares on mission content vs. food content

reflection

I expected to have to invent new ideas for them. Instead, almost everything needed already existed. It just needed to be said, and said more often than the coffee.

Content StrategyBrand PositioningSocial StrategyCommunity MarketingCopywriting

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