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APE’s menu was a visual playground — vibrant nigiri, delicately torched sashimi, and cocktails with flair. Sammas leaned into this aesthetic, producing scroll-stopping visuals that included:
Macro food photography: Showcasing every detail — the marbling of the wagyu, the shimmer of caviar, the steam rising from freshly plated dishes.
High-tempo Reels & TikToks: Quick cuts, close-ups, dramatic plating, and slow-motion pours. Every frame was cinematic, mouthwatering, and sharable.
Bartender showcases: Spotlighting APE’s signature drinks with smoke, fire, and intricate garnishes, turning cocktails into performance art.
Chef-led content: Behind-the-scenes moments of chefs slicing, grilling, and plating — adding authenticity and craftsmanship to the luxury narrative.
Sammas engineered a multi-platform launch strategy designed to generate buzz, accelerate discovery, and turn first-time scrollers into loyal fans.
Key tactics included:
Launch teasers: A curated build-up with mood-driven visuals, mysterious lighting, and sneak peeks of the interiors to generate curiosity before the doors even opened.
Launch day blitz: Coordinated content drops across Instagram, TikTok, and influencer feeds. Every asset was optimized for reach — punchy hooks, trending sounds, and high-energy visuals.
Influencer experiences: Sammas invited Dubai’s food and lifestyle creators to exclusive previews, resulting in authentic, high-impact UGC that extended the brand’s reach overnight.
Sammas crafted a bold, edgy digital aesthetic that echoed APE’s sultry, urban interior design — moody lighting, deep contrast, luxury tones.
Instagram Grid Strategy: Designed for visual harmony, with alternating food, vibe, and cocktail shots to give followers a taste of the full experience.
Captions & Copywriting: Short, sharp, and designed to convert curiosity into bookings — “Book the table. Bring the energy.”
Story Highlights: Branded covers, custom animations, and thematic breakdowns of the menu, vibe, and events.
In just weeks after launching, Sammas helped APE explode onto Dubai’s digital dining map:
5+ million views & impressions across Instagram and TikTok
100,000+ likes on launch content and key video assets
Tens of thousands of profile visits and a surge in organic follows
Consistently viral content, with Reels and influencer collabs driving thousands of shares and saves
Immediate recognition as one of the hottest new openings in Dubai
That’s where Sammas, a leading creative digital marketing agency, came in. Tasked with creating a social media strategy that would showcase Hutong’s luxurious food and drink offerings while enhancing brand visibility, Sammas crafted an approach designed to capture the essence of the restaurant’s unique ambiance and culinary art.
Key content elements included:
Sammas successfully helped Hutong Dubai build a commanding online presence that mirrored the prestige and allure of its in-restaurant experience. Through stunning visual content, engaging video storytelling, and strategic audience interaction, Sammas was able to elevate Hutong’s brand, driving not only digital engagement but tangible results in the form of increased footfall and restaurant buzz.
This partnership demonstrates the power of expertly crafted social media content in transforming brand visibility and customer engagement, especially in the competitive luxury dining sector.
Sammas knew that Azzurra’s fresh seafood, seasonal ingredients, and Mediterranean simplicity were at the heart of its identity. So the agency crafted a content direction that brought these elements to life through:
Macro food photography: Every glisten of olive oil, every delicate sliver of crudo, and every grilled octopus tentacle was styled and shot to perfection.
Ingredient-led storytelling: Sammas highlighted Azzurra’s fresh produce — tomatoes sourced from southern Italy, market fish delivered daily — with cinematic Reels and caption narratives.
Behind-the-scenes prep: Chef plating, fish on ice, and pasta being twirled fresh in the kitchen added a raw, human edge to the refined aesthetic.
The feed was meticulously curated to feel like a day on the Amalfi Coast — all within the elegance of Kensington:
Warm tones, natural light, and coastal textures were used to echo the restaurant’s theme.
A refined balance of food, cocktails, interior shots, and ambience created a holistic brand story.
IG Highlights were built around themes: La Cucina, The Bar, Seafood, Sloane Street Vibes, and Fresh Daily.
To drive views and engagement, Sammas crafted a suite of Reels designed to both educate and entice:
Seafood spotlight reels: Lobster pasta twirls, oysters being freshly shucked, whole fish filleted table-side — all captured in soft motion with ambient Mediterranean soundscapes.
Cocktail sequences: Italian spritzes, Negronis, and fresh basil garnishes — shot in golden hour lighting to feel aspirational and sharable.
Venue walkthroughs: From marble interiors to Sloane Street terraces, Sammas showcased Azzurra’s space as the perfect setting for both casual luxury and special moments.
📈 Significant Instagram follower growth within the first quarter of content deployment
🍋 Reels consistently performing above industry average in views, shares, and saves
🦞 Seafood-forward content became Azzurra’s most engaged-with category
🌟 Elevated brand perception, with content aligning Azzurra next to London’s top Mediterranean restaurants
📲 Increased customer engagement and direct bookings through Instagram DMs and story CTAs
By leaning into Azzurra’s strengths — ultra-fresh ingredients, elevated Mediterranean cuisine, and a chic Kensington address — Sammas helped the restaurant not only stand out but truly own its space on social media. With content that looked as beautiful as the dishes tasted, Azzurra became a visual love letter to the Med — and a destination for London’s tastemakers.
Looking to make your restaurant as irresistible online as it is in person?
✨ Let Sammas craft your digital identity — where every scroll is a step closer to a reservation.
Afrikana is a bold and innovative dining concept that brings the rich, diverse flavours of African cuisine to the UK. Known for its vibrant atmosphere and unique fusion dishes, Afrikana blends traditional African recipes with modern twists to create a one-of-a-kind culinary experience. With a growing number of locations across the UK, Afrikana wanted to boost its digital presence and engage a broader audience by showcasing the vibrancy and authenticity of its food and drinks online.
To achieve this, Afrikana partnered with Sammas, a creative digital marketing agency, to develop a visually stunning and engaging social media strategy. Sammas set out to capture the essence of Afrikana’s African roots while presenting the food and drinks in a way that would appeal to food lovers, influencers, and adventurous diners alike.
1. Immersive Visual Storytelling
Sammas recognised that Afrikana’s food is more than just a meal—it’s a cultural experience. To bring this to life on social media, Sammas focused on immersive visual storytelling that highlighted the colours, textures, and artistry of Afrikana’s dishes.
Key content elements included:
2. Focus on Drinks & Fusion Cocktails
Afrikana’s signature cocktails and drinks were also a key part of the brand’s offering, and Sammas made sure they stood out on social media. Using high-quality videography and photography, Sammas created content that showcased:
3. Dynamic Reels and Stories
Recognising the importance of short-form video content, Sammas leveraged Instagram Reels and Stories to highlight Afrikana’s food preparation, customer reactions, and the restaurant’s lively atmosphere. Key elements of the video strategy included:
4. Consistent Visual Identity
Sammas worked to develop a consistent visual identity for Afrikana’s social media channels, using a colour palette inspired by African earth tones—deep reds, golds, oranges, and greens. This visually linked the online content with Afrikana’s in-restaurant design and branding. Posts were also organised into visually cohesive grids on Instagram, ensuring a professional and aesthetically pleasing look when viewed collectively.
5. Engaging Captions and Storytelling
Sammas paired stunning visuals with engaging, culturally-infused captions that told the story behind each dish. From explaining the origins of a dish like peri-peri chicken to highlighting the use of indigenous African ingredients, each post offered followers an insight into the cultural and culinary significance of Afrikana’s menu. Sammas also used calls to action to encourage users to tag friends, visit specific locations, or book tables for upcoming events or special menu items.
Sammas successfully brought Afrikana’s rich African heritage and innovative cuisine to life on social media, using stunning visual content and strategic storytelling. By focusing on the vibrancy and authenticity of the food and drink offerings, Sammas helped Afrikana grow its online presence, engage a wider audience, and drive tangible results in the form of increased reservations and customer interest.
This case study highlights the power of expertly crafted social media content to transform brand visibility and engage audiences in the competitive restaurant industry.
Sammas knew Palm was all about the feeling — that Dubai-style luxury, the late-night lounge atmosphere, the flair in every dish and drink.
So they built a content strategy focused on cinematic visuals and high energy storytelling:
Food & Drink Showcases: Think juicy grills, gold-dusted burgers, and cocktails with fireworks. Shot with premium lighting, tight angles, and luxury edits to make every bite and sip irresistible.
Shisha Content: Shisha wasn’t just a menu item — it was an experience. Sammas captured it in slow motion, neon lighting, and smoky elegance to speak to Palm’s signature vibe.
Guest Experience Content: Sammas highlighted real customers living the Palm lifestyle — toasting, vibing, eating, and chilling — creating a highly relatable, aspirational feed.
TikTok-First Edits: Quick cuts, trending audio, POV dining shots, and behind-the-scenes chef moments helped bring in thousands of new eyes organically.
Sammas leaned into cultural trends, local relevancy, and content formats made to explode.
Reels showing smoky cocktails being poured over ice and gold-topped desserts hit thousands of views within hours.
Day-to-night transformation videos of the venue earned massive engagement, showcasing how Palm evolves from a chill restaurant to a nightlife hotspot.
TikTok content capturing friends sharing shisha and dining platters helped generate real FOMO and kept users tagging their group chats.
The result?
⚡️ Multiple viral posts across platforms
📈 Thousands of followers gained
📲 High engagement from local and regional audiences
While the organic content built hype, Sammas dialed up the performance through smart paid advertising:
Meta ads campaign targeting Coventry and surrounding cities, promoting exclusive offers, new menu drops, and weekend events.
Ad creatives optimised from top-performing organic content, ensuring relevance and relatability.
Real-time performance monitoring allowed Sammas to scale winning creatives and audiences — keeping ROAS (Return on Ad Spend) consistently strong.
💰 Result: Over £200,000 in direct tracked revenue from paid ads — proving content that looks good and performs.
✅ Viral content on both TikTok and Instagram
✅ Thousands of new followers & increased brand awareness across the Midlands
✅ Stunning branded visuals now defining Palm’s identity online
✅ Over £200,000+ in revenue generated through paid social advertising
✅ Fully booked weekends, events, and group bookings driven by digital buzz
With Sammas at the helm of its digital strategy, Palm by H2O went from a new local opening to a regional destination — attracting diners, shisha lovers, and nightlife seekers alike. By combining scroll-stopping creative, platform-savvy social campaigns, and revenue-driven ads, Sammas helped bring a taste of Dubai to Coventry — and turned it into a movement.
Aqua Kyoto’s menu is an artful balance of traditional Japanese techniques and modern innovation, making high-quality food photography and videography essential in showcasing its dishes. Sammas curated a visual content strategy that included:
Cinematic close-ups of sushi platters, sashimi, and robata-grilled specialties, emphasising vibrant colours, textures, and plating artistry.
Dynamic slow-motion videos showcasing sauces being drizzled, sushi being freshly cut, and flames flickering over robata-grilled meats, adding a touch of drama and elegance.
Signature cocktail visuals, highlighting luxurious pours, misty dry-ice effects, and intricate garnishes that reflect Aqua Kyoto’s craftsmanship.
Chef spotlight features, where the team was captured preparing dishes with precision, reinforcing the brand’s authenticity and expertise in Japanese cuisine.
This combination of high-quality photography and engaging video content brought Aqua Kyoto’s dining experience to life on social media, enticing both new and returning customers.
Aqua Kyoto’s rooftop terrace is one of its key selling points, offering panoramic views of London, a chic ambiance, and an ideal setting for both casual drinks and special occasions. Sammas ensured that the terrace was a focal point in its social media storytelling by:
Capturing the changing moods of the terrace, from sunlit afternoons with refreshing cocktails to golden-hour dining and moody nighttime settings with city lights in the backdrop.
Creating 360-degree video content, giving viewers a virtual experience of the terrace to entice bookings.
Producing guest experience content, showcasing social groups enjoying signature drinks, stylish interiors, and the sophisticated rooftop vibe.
Leveraging seasonal terrace transformations, highlighting exclusive summer and winter pop-ups, decor changes, and limited-time menu offerings.
This approach positioned Aqua Kyoto’s terrace as a must-visit luxury spot in London, attracting both influencers and high-end diners.
To maintain brand consistency and reflect Aqua Kyoto’s modern yet elegant aesthetic, Sammas developed a sleek, high-end visual identity across social media. This included:
A curated colour palette blending dark, moody tones with gold and red accents, mirroring the interior design of the restaurant.
Minimalist yet engaging captions, incorporating Japanese culture references, subtle storytelling, and clear calls to action.
A content mix of static imagery, carousel posts, and Reels/TikTok videos, ensuring engagement across different formats.
By aligning content visuals with the restaurant’s brand DNA, Sammas successfully reinforced Aqua Kyoto’s premium image.
To amplify reach and engagement, Sammas executed an influencer outreach campaign, inviting London-based food and lifestyle influencers to experience Aqua Kyoto. This led to:
A surge in organic content creation, as influencers shared their dining experiences, cocktail tastings, and terrace visits.
Increased Instagram and TikTok engagement, as their content was re-shared and repurposed on Aqua Kyoto’s official pages.
A stronger community-driven presence, with user-generated content being featured in highlight reels and Instagram Stories.
This approach not only boosted brand awareness but also built credibility among potential customers.
With the increasing dominance of short-form video content, Sammas focused on Instagram Reels and TikTok content to drive reach and engagement. Key content included:
“Behind-the-scenes” moments of chefs preparing signature dishes.
Time-lapse videos of the terrace setting up for evening service.
Interactive polls and Q&A stories, encouraging audience engagement and real-time feedback.
Trending sound integrations, ensuring that Aqua Kyoto’s content remained relevant and discoverable.
By leveraging video content effectively, Sammas ensured Aqua Kyoto stayed ahead in the digital space, reaching new audiences and reinforcing its brand positioning.
Sammas’ strategic social media content creation led to impressive digital growth for Aqua Kyoto:
Significant increase in Instagram & TikTok engagement, with posts regularly achieving high reach and interaction.
A rise in bookings and footfall, particularly for terrace dining and cocktail experiences.
Increased brand visibility through viral influencer content and user-generated media.
Strengthened brand positioning as one of London’s premier Japanese dining and rooftop destinations.
By combining stunning visuals, influencer collaborations, and strategic engagement tactics, Sammas successfully elevated Aqua Kyoto’s online presence and drove tangible business results.
Through high-quality social media content, a strong brand aesthetic, and innovative digital storytelling, Sammas helped Aqua Kyoto establish itself as a standout name in luxury Japanese dining. By highlighting its exquisite food and drinks, breathtaking rooftop terrace, and sophisticated decor, Sammas transformed Aqua Kyoto’s social media into an immersive experience that captured the essence of the brand.
Looking to amplify your restaurant’s online presence with stunning content? Contact Sammas today and let’s create something exceptional.
Sammas crafted a visual narrative that gave both the Japanese and Italian menus their own identity — while tying them together through a unified aesthetic.
For the Japanese Side:
Minimalist plating captured with precision.
Sushi rolls, sashimi cuts, and smoky cocktails shot with clean, zen-like lighting and texture-focused camera work.
Elegant Reels with calming audio, fluid transitions, and soft movement to reflect the refined craftsmanship.
For the Italian Side:
Rich, vibrant textures — oozing burrata, al dente pasta twirls, flame-kissed proteins — captured in warm, indulgent tones.
Reels showing plating, chef handwork, and table-side pours to convey flair and indulgence.
Bold typography overlays and more upbeat soundtracks to reflect passion and warmth.
Together, this created a dual-content strategy that was cohesive, luxurious, and distinct.
Sammas transformed Aqua NYC’s feed into a curated digital tasting menu:
Grid design that alternated between Japanese and Italian posts for visual balance.
Color tones and lighting remained consistent to preserve a seamless brand look.
Highlight icons and stories organized by cuisine, cocktails, private dining, and experiences.
Captions written with flair, describing dishes in a way that spoke to both sophistication and sensory delight.
Sammas leaned into Instagram-native content to drive visibility:
Reels showing behind-the-scenes sushi preparation and flaming pasta finishes generated thousands of views organically.
Cocktail-focused content (Japanese highballs, Italian spritzes) proved especially viral, helping position Aqua NYC as not just a restaurant, but a premium nightlife spot too.
High story engagement led to real-time reservations, event inquiries, and direct engagement with followers.
1. Food & Drink Content: Pan-Asian that Pops on Screen
Gura Gura’s menu is a feast for the senses — dumplings, sushi, bao buns, sizzling stir-fries, and cocktails served with flames, smoke, and flair.
Sammas delivered a content strategy that made every dish and drink a visual spectacle:
Ultra-close food cinematography: Capturing textures, steam, sizzle, and garnishes to give the audience a sensory hit through the screen
Signature cocktail features: Slow-motion pours, smoke clouds, and neon-lit backdrops created the perfect mood
TikTok-style edits with quick transitions and trending audio, making the content feel fresh, fast, and feed-worthy
Behind-the-scenes shots of chefs and bartenders in action — adding soul to the brand and highlighting craftsmanship
2. Vibe-Led Content: Frenzy Friday & Stellar Saturday
Weekend nights at Gura Gura aren’t just about food — they’re an experience. With live DJs, flowing cocktails, and table-side energy, Frenzy Friday and Stellar Saturday have become cornerstones of the Gura Gura brand.
Sammas elevated these experiences with content that tapped into nightlife culture:
Party-focused Reels & TikToks showing guests dancing at tables, sharing sushi towers, and toasting cocktails
Flash edits with neon filters and on-beat transitions to capture the electric vibe of each night
Strategic use of trending sounds and remixes to boost content discoverability
Influencer activations to draw in London’s lifestyle and food scene — expanding reach organically
The result? Gura Gura’s Fridays and Saturdays became not just events — but digital rituals people wanted to be part of.
3. Bottomless Brunch: Fun, Loud & Shareable
Brunch at Gura Gura is no laid-back affair. It’s a bold, vibrant mix of food, cocktails, and party energy, and Sammas built a content engine around it that made it impossible to ignore.
Key strategies included:
Bite-sized Reels showing bao being pulled apart, cocktails clinking, and tables laughing over sushi rolls
UGC and influencer reposts to show real people having real fun — adding authenticity to the hype
On-brand animated Stories and countdowns to keep the brunch top-of-mind every week
Paid social amplification targeting London brunch-goers and trend-followers
The outcome: consistent sold-out Saturdays and an online narrative that positioned Gura Gura as the most exciting Pan-Asian brunch in the city.
4. Building the Visual Identity
Sammas developed a bold, playful, and premium look for Gura Gura’s digital presence — one that felt as curated as the cocktails:
Vibrant colour grading with rich reds, purples and warm tones that matched the restaurant’s interior design
Sleek typography and minimalist captions that allowed the visuals to do the talking
A mix of formats — from Reels to carousels and Stories — to maximise reach and engagement across the board
A custom-designed Instagram Grid strategy that balanced food, drinks, guest vibes, and event promotion in one seamless feed
Nine Lounge is an upscale Pan-Asian dining and lounge concept, offering a luxurious culinary experience with a fusion of Asian flavours, crafted cocktails, and a chic ambiance with stunning skyline views of Canary Wharf. Since its launch, Nine has quickly become a go-to destination for food lovers seeking a unique blend of flavours from across Asia. However, in an increasingly competitive dining scene, Nine needed to enhance its digital presence to stand out and capture a larger audience.
That’s when Sammas, a creative digital marketing agency, came on board in 2021 to transform Nine’s social media presence and digital marketing strategy. Through stunning visual content, engaging storytelling, and highly effective digital advertising campaigns, Sammas helped Nine Lounge amass impressive social media growth and generate over £4 million in revenue in just a few years.
1. Stunning Visual Content Creation
Sammas understood that Nine Lounge’s menu was as much about aesthetics as it was about flavour. To capture the beauty and uniqueness of Nine’s dishes, Sammas focused on high-quality photography and videography that brought Nine’s vibrant and artistic plating to life on social media. Key content elements included:
Each post was designed to not only be visually appealing but to tell the story of Nine’s sophisticated dining experience, pulling viewers into the atmosphere of the lounge.
2. Instagram and TikTok Growth Strategy
Sammas crafted a strategy that capitalised on the visual appeal of Nine’s food and drinks by creating content specifically tailored for Instagram and TikTok, two platforms where food content thrives. The agency focused on:
As a result, Nine Lounge’s Instagram and TikTok accounts saw rapid growth, amassing over 40,000 followers on each platform within a short time.
3. Consistent Brand Aesthetic and Messaging
To keep Nine Lounge’s brand consistent across all social channels, Sammas developed a distinct visual identity for social media content, blending sleek, modern elements with traditional Asian design influences. The dark, moody colour palette of deep blacks, rich golds, and pops of vibrant purple matched the restaurant’s chic interior design. This consistent aesthetic helped solidify Nine’s premium positioning in the market.
Captions were crafted to reflect the sophistication and creativity of the menu, while integrating calls to action that encouraged followers to make reservations, visit the lounge, or share their dining experience.
4. Google PPC Campaigns
Alongside the social media strategy, Sammas developed and executed highly effective Google Pay-Per-Click (PPC) campaigns that drove targeted traffic to Nine Lounge’s website and booking pages. By using hyper-targeted keywords related to Pan-Asian dining, fine dining experiences, and luxury restaurants, Sammas successfully reached users searching for upscale dining options in Nine’s geographic area. These campaigns were instrumental in driving both online and offline reservations, contributing significantly to the restaurant's revenue growth.
5. Digital Performance and Revenue Growth
Sammas didn’t just focus on vanity metrics like likes and followers; the agency prioritised content that would convert followers into customers and drive footfall into Nine Lounge. Through consistent content creation, engaging video storytelling, and PPC campaigns, Nine Lounge saw the following key results:
By the numbers, Sammas helped Nine Lounge achieve remarkable results:
